Chapter 10 Web Links

Principles of Marketing Communications

The International Association of Business Communicators (IABC)

The International Association of Business Communicators (IABC) is a business network with the aim of improving marketing communications effectiveness among communication professionals. It serves as a dynamic resource for its members to find potential clients and contacts, access the hidden job market, and enhance their professional skills through a large library of case studies and articles. Its membership consists of approximately 15,000 business communications professionals in over 80 countries.

The American Advertising Federation (AAF)

The American Advertising Federation (AAF) protects and promotes the well-being of advertising. AAF's 115 corporate members are advertisers, agencies, and media companies that comprise the nation's leading brands and corporations, and its national network of 207 ad clubs and local ad federations are home to 50,000 advertising professionals. In addition, AAF connects industry with an academic base through its 260 college chapters.

Advertising Association

The Advertising Association exists to provide a co-ordinated service in the interests of its wider membership, i.e. the individual companies that make up this large, diverse, and competitive business. Its remit is 'to promote and protect the rights, responsibilities and role of advertising' in the UK.

Advertising Research Foundation (ARF)

Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the Advertising Research Foundation (ARF) is a non-profit corporate-membership association which is today the pre-eminent professional organization in the field of advertising, marketing and media research. The principal mission of the ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.

Advertising Standards Authority (ASA)

Independent, self-regulatory body for non-broadcast advertisements, sales promotions and direct marketing in the UK. The ASA is here to make sure all advertising, wherever it appears, meets the high standards laid down in the advertising codes. Its website will tell you more about the rules for advertising, let you complain online, and explain how the ASA is working to keep UK advertising standards as high as possible.

The Communications Council

The Communications Council brings together the AFA, AWARD, and the Account Planning Group. The council aims to develop members and communication organizations by providing professional development services, advocacy, and support. The Council has over 4,500 members from more than 200 organizations.

Direct Marketing Association (DMA)

Founded in 1917, the Direct Marketing Association is the leading global trade association of business and non-profit organizations using and supporting direct marketing tools and techniques. DMA advocates industry standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the entire direct marketing process.

European Association of Communications Agencies (EACA)  

The European Association of Communications Agencies, formerly the European Association of Advertising Agencies (EAAA) and founded in 1959, is the sole central service organisation for the European advertising agency industry. The EACA, located in Brussels, combines the knowledge and input of the membership groups, i.e. the National Advertising Agency Associations; the International Advertising Agencies, and the pan-European Media Agencies.

Federation of European Direct and Interactive Marketing (FEDMA)

FEDMA represents the direct marketing sector at the European level, representing users, suppliers and carriers of direct marketing. FEDMA has over 400 direct members in more than 30 countries and represents nearly 10,000 companies indirectly through their membership of their respective national Direct Marketing Associations.

The Institute of Practitioners in Advertising (IPA)

Professional organisation for the UK advertising industry. The IPA is the trade body and professional institute for 258 leading agencies in the UK's advertising, media, and marketing communications industry, covering the Creative, Digital, Direct Marketing, Healthcare, Media, Outdoor, Sales Promotion, and Sponsorship sectors.

Institute of Promotional Marketing (IPM)

Trade organization for the sales promotion industry. Formed in 1933, established as The Institute of Sales Promotion Limited (ISP) in 1979, and renamed the Institute of Promotional Marketing in 2010, we remain the only trade association that truly represents Promoters, Agencies and Service Partners engaged in Promotional Marketing.

Outdoor Advertising Association of America (OAAA)

The OAAA is the lead trade association representing the outdoor advertising industry in the United States. Founded in 1891, the OAAA is dedicated to promoting, protecting, and advancing outdoor advertising interests in the U.S. With nearly 1,100 member companies, the OAAA represents more than 90% of industry revenues.

Point-of-Purchase Advertising International (POPAI)

Point-Of-Purchase Advertising International (POPAI) is the trade association of the $17 billion in-store segment of the advertising industry, dedicated to serving its more than 1,700 members internationally by promoting, protecting, and advancing the broader interests of in-store advertising through research, education, trade forums, and public policy efforts.


Radiocentre is the industry body for commercial radio. We work on behalf of over 40 stakeholders who operate 278 licensed radio stations across the UK and represent 90% of commercial radio in terms of listening and revenue. We perform three main functions on behalf of our members.

24th International Conference on Corporateand Marketing Communications

24th International Conference on Corporate and Marketing Communications (CMC 2019) The theme of CMC 2019 focuses on current and future challenges in managing corporate and marketing communications across platforms from a storytelling perspective

the World PR Forum

Do you want to learn more about digitalization, AI, media relations, clear language, behavioural science, internal communications, big data, strategic communications, or influencers? At the World PR Forum you can choose from more than 40 speakers and cases.

The Dentsu Group

The Dentsu Group, with the communications domain at its core, is engaged in a wide range of business activities. From management and operating solutions to the implementation of marketing and communications strategies for advertisers as well as media and content holders, the Group has earned a top-class reputation. Its presence in the advertising communications industry is unrivalled thanks to the level of quality in each service category as well as what Dentsu calls “Integrated Communication Design,” which combines individual services into a tangible format.