These qualifications for membership are intended as a definition of the kinds of agencies 和 other marketing communications organizations most likely to succeed for their clients. They are based on the premise that the organization should be independent, 无偏见的, 和 objective; should offer adequate staff 和 experience; should be ethically operated; 和 should be soundly financed.
1. 类型的业务
Applicants should be an advertising agency or other organization that creates 和/or places advertising or marketing communications. A minimum of 50 percent of the applicant’s gross income must result from payment for services usually performed by advertising or marketing communications organizations.
2. 大小的申请人
The size of any applicant shall not be a factor in determining qualification for membership, except that an applicant inadequately equipped to service its business shall not be considered eligible.
3. 申请人的年龄
No applicant shall be considered for election unless its principal owners have been doing business as an advertising or marketing communications organization for at least two years. This qualification may be waived by the Board of Directors only in exceptional circumstances.
4. 申请人的位置
仅适用于在美国设有办事处的申请人, 它的领土, 财产也应考虑成为会员.
5. 所有权、控制权和偏见
A. No applicant shall be eligible unless the persons who exercise operating 控制 of it are employees of the applicant.
B. No applicant shall be eligible if 20% or more of the agency is owned by an advertiser that is also a client of the applicant.
C. 为了客观起见, where an applicant owns an interest in a medium or supplier or where a medium or supplier owns an interest in the applicant, it is required that such interest be disclosed to the Association, 申请人的客户, 和, 在媒体所有权的情况下, 对其他媒体也一样. Where there is substantial ownership of such interest by one or more officers or employees of the applicant, 类似的披露是必需的.
D. An applicant must disclose all facts necessary to determine its eligibility with respect to ownership, 控制, 和可能的偏见，必须同意, 如果当选为会员, it will notify the Association promptly of any change that might affect its continued eligibility under these provisions.
6. 服务标准
Only applicants that are committed to provide an adequate quantity 和 quality of advertising or other marketing communications shall be eligible for membership. 这些服务涉及与公众的通讯, 或者对公众的期望, 或者是媒体, regarding business entities 和 their legally marketed products 和 services. 个人申请人为, 当然, free to determine with its clients what services it will perform, but it must be committed to the best practices of its area of specialization.
7. 字符
申请人将根据其商业记录进行评估, 政策和原则, 道德实践, 诚实的声誉, 完整性, 和目的的真诚. Only applicants who give reasonable assurance of their readiness 和 ability to uphold the highest ethical st和ards of the business will be received into membership.
8. 能力
A. Advertising 和 marketing communications ability varies with individual talent 和 need; it is difficult to st和ardize. 不过, sound judgment regarding the applicant’s ability can 和 should be formed by a proper study of:
1. 员工及设施
2. 过去为客户提供的服务和工作
B. The applicant is required to furnish a representative list of its present clients indicating the nature of the work h和led for them 和 how long it has held each listed account.
9. 经济责任
A. 金融稳定, 一份令人满意的资产负债表, 是决定申请人资格的重要因素. Such statement should either be verified by a Certified Public Accountant, or, 如果这是不可用的, 由申请人宣誓.
B. Each applicant is required not only to fill out the balance sheet accompanying the application form but also to give other such evidence of its financial condition as may be required.
C. The applicant shall be required to furnish as financial references its banking connections 和 six suppliers with whom it has done business.
D. No applicant shall be admitted to membership until its balance sheet has been approved in accordance with sound banking 和 accounting st和ards, except that an applicant whose financial condition does not fully meet the Association’s requirement may, 在其他方面有不寻常的优点或可取之处, 被董事会接纳.
10. 应用程序/方法选举
Each applicant shall be required to complete the form known as “应用程序 for 4A’s 会员.” No application can be referred to a local Council ballot for investigation or to the Board of Directors for election.
