IPA Gets Positive Feedback From Members

The 1997 IPA Chief Executive Survey has shown that 96% of the Institute’s members feel that it is extremely, very, or quite important to hold membership. This compares to 83% for the previous survey in 1989.

Members consider that the most important functions performed by the IPA are industry representation and promotion, negotiating advertising agency interests and lobbying government and regulatory authorities. 60% of members now believe that the IPA is in tune with agency needs and beliefs (versus 16% in 1989); 68% believe it is an effective industry mouthpiece (31% in 1989); 73% believe it publishes its services and activities well to members (21% in 1989) and it is well supplied with specialists say 64% (36% in 1989).

Chief executive officers were also asked to identify the key issues facing the industry. In order of importance these are:

• fees, income, margins
• the shape of the industry
• over-regulation
• new technology.

Members felt that these issues needed addressing by both the agencies themselves and the IPA. Issues where it was thought that the IPA should lead were training, integrity/standards and effectiveness. The top five IPA services in terms of relevance to members are:

• the provision of IPA publications
• response to information queries
• promotion of the value of advertising
• provision of industry financial surveys
• employment information services.

The levels of awareness of the IPA Internet site are considered high for such a new service (the IPA site, created by MediaTel Interactive, now averages about 9,000 visits per week). Usage levels tend to be higher for specialist and out of London member companies.

Institute Of Practitioners In Advertising: 0171 235 7020