Advertising Association Names Potential Projects For Ad Effects Committee

The Advertising Association (AA) has announced further progress in the establishment of its Ad Effects Committee, with the identification of six potential projects for the new body to address. The projects suggested include the best use of sales databases, an evaluation of pre-testing, good practice in the client-agency ad development process and showing what can be learned from market-mix modelling.

The committee is being set up following a green paper drafted by the AA earlier this year which calls for a group to identify and commission research into areas of advertising which could benefit the industry as a whole. The potential members of the committee are yet to be announced, but a representative of the AA has said they are likely to be recruited from across the industry, including advertisers, agencies, media companies and market researchers.

A seminar regarding the green paper proposals was held in September, after which a small group of representatives from the advertising and data supply sectors was formed to choose the six projects. Their ideas will now be considered by a wider group of advertisers before the committee is formed. It is hoped that the results of the research will encourage best practice in these areas and aid development. The time scale of the projects will be determined once they are finalised, but they are expected to commence during 2001.

Advertising Association: 020 78282771

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