| Guidelines
for new members |
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1]
ADMISSION : |
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| It shall be
open to the Association to admit as its member,
associate or provisional member, any organisation,
firm or company which carries on the business
of advertising agents and conforms to the
minimum standards of business practice and
professional skills prescribed by the Association
for the purpose. |
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2]
CATEGORIES OF MEMBERSHIP : |
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There shall
be (three) categories of Membership as under:
[a] Members
[b] Associate Members
[c] Provisional Members |
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3]
ELIGIBILITY FOR MEMBERSHIP : |
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| Membership
of the Association shall be open only to organisations,
firms or companies practicing advertising.
Members : Any organisation, firm or company
carrying on the advertising profession and
having a permanent office in the territory
(i.e. India) covered by the Association
and which conforms and agrees to conform
to the minimum standards of business practice
and professional skills as may be prescribed
by the Association, from time to time, is
eligible for the Membership of the Association.
Associate Members : Any organisation, firm
or company which operates as an Advertising
Agency but has no permanent office within
the aforesaid territory covered by the Association
is eligible for admission as 'Associate
Member'.
Provisional Members : Such Advertising
Agencies which are operating within the
territory covered by the Association and
which do not fully come up to the standard
of full-fledged membership may be enrolled
as 'Provisional Member'. Provisional Members
must qualify for full-fledged membership
within two years from the date of admission. |
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4]
APPLICATION FOR MEMBERSHIP : |
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Those
eligible and desirous of becoming members
of the Association shall fill in the
Membership Application Form as may be
prescribed from time to time by the
Executive Committee and send it to the
Administrative Office of the Association
along with a covering letter on official
agency letterhead signed by the head
of the agency. |
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Membership applications
received would be screened by the Membership
Sub-Committee and recommended to the
Executive Committee in accordance with
the procedure laid down by the Association
from time to time. |
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The decision of the
Executive Committee shall be final.
The Executive Committee is not under
any obligation of explaining the decisions
on membership applications. |
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When an application
for membership is rejected the applicant
is debarred from making a fresh application
within six [6] calendar months from
the date of rejection of such application |
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5]
GROUPINGS AND SUBSCRIPTIONS : |
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a.
Members shall be classified
into the following twelve groups on the
basis of their revenues or income booked,
for which each member agency shall submit
before 28th / 29th February every year,
a certificate from a Chartered Accountant
confirming the Agency’s Income / Revenues
(as shown in the P&L Account) for the
latest audited accounting year. |
| Group |
Range of Revenues*
(Rs./Crores) |
Membership Fees (Rs.) |
| I |
Upto 0.50 cr |
10,000 |
| II |
Above 0.50 cr |
upto |
3 cr |
25,000 |
| III |
Above 3 cr |
upto |
8 cr |
40,000 |
| IV |
Above 8 cr |
upto |
13 cr |
50,000 |
| V |
Above 13 cr |
upto |
20 cr |
60,000 |
| VI |
Above 20 cr |
upto |
30 cr |
75,000 |
| VII |
Above 30 cr |
upto |
40 cr |
1,00,000 |
| VIII |
Above 40 cr |
upto |
50 cr |
1,25,000 |
| IX |
Above 50 cr |
upto |
75 cr |
1,50,000 |
| X |
Above 75 cr |
upto |
100 cr |
1,75,000 |
| XI |
Above 100 cr |
upto |
125 cr |
2,25,000 |
| XII |
Above 125 cr |
2,75,000 |
| *Revenue = Billings less
payments to be made to media and producers
/ suppliers for the work done for clients. |
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i. Every Provisional
Member shall pay annual subscription of Rs.10,000/-.
ii. Every Associate Member will pay annual
subscription of Rs.10,000/-. b.
Entrance Fees:
Member: A flat entrance fee of Rs.1,00,000/-
(Rupees one lakh only) shall be payable
by every agency admitted as a member.
Provisional Member: Every Provisional
Member shall pay entrance fee of Rs.50,000/-
(Rupees fifty thousand only). On his being
admitted as a member, he shall pay further
entrance fee of Rs.50,000/- (Rupees fifty
thousand only). |
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6]
PRIVILEGES OF AN ASSOCIATE MEMBER OR PROVISIONAL
MEMBER : |
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Each of the
above categories of members shall be entitled
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to participate
in the activities of the Association,
but will have no right to vote at the
meetings of the Association or its Committee. |
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to obtain gratis all
free publications of the Association. |
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to the free use of
the Association's library and such other
facilities which the Association may
provide from time to time for its members. |
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7]
QUALIFICATIONS FOR MEMBERSHIP : |
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METHOD
OF APPLICATION :
Each applicant shall be required to
fill in the appropriate application
form obtainable from the Association
and such applications should be duly
proposed and seconded by any two members
of the Association. Individuals proposing
and seconding should be those who represent
their member Agencies in the Association.
For example, if A is the Chief Executive
of the Company and B represents the
Agency in our Asociation, then B should
sign as proposer or seconder. Members
of the Executive Committee, Members
of the Membership Sub-Committee and
Regional Convenors are not allowed to
propose or second an application for
membership for obvious reasons. |
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SIZE OF THE
AGENCY :
The size or volume of business in itself
of any applicant shall not be a factor
in determining qualifications for membership. |
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LOCATION OF
THE AGENCY :
The geographical location of the head
office or the registered office shall
determine the Zone of the Agency. |
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AGE OF THE
AGENCY :
No Agency shall be considered for admission
as a Member of the Association unless
it has been in operation as an Agency
for a minimum period of one year. |
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OWNERSHIP
:
The Applicant Agency must show that
it is directly or indirectly independent
of and not maintained by any advertiser
or a group of advertisers and/or is
not organised for the purpose of obtaining
agency commission for any one advertiser
or a group of advertisers. |
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ABILITY :
Advertising ability varies with individual
talent and need. It is difficult to
standardise. Nevertheless, sound judgement
regarding the Applicant Agency's ability
can and may be formed after studying
its method of operation and the work
produced for clients. |
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FINANCIAL
STABILITY :
Applicant Agency will have to satisfy
the Association regarding its financial
stability and healthy payment policy. |
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CONTRACTS
:
The Advertising Agency should conform
to its agreement with media. ii. No
applicant shall be deemed worthy of
membership which has failed to fulfill
its lawful contractual commitments. |
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SCOPE OF AGENCY
SERVICE :
Ability to render service in reasonable
conformity to the Agency Service Standards
of the Advertising Agencies Association
of India shall be a consideration in
determining fitness for membership. |
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ETHICAL AND
BUSINESS STANDARDS :
While it is not important to know the
Applicant Agency's form of organisation
in all of its details, or all of its
operations, it is essential to know
how it operates in relation to certain
practices declared by the Association
to be unfair practices in the light
of the obligation agencies have not
only to their clients, but to the media
they employ, to the public and to each
other. |
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