A Study of Accredited and Non-Accredited Advertising Agencies in Australia: Differences and Similarities in Numbers, Attitudes and Behaviour

• Published in: International journal of advertising Vol. 15; no. 4; pp. 359 - 372
• Main Author: Quester, Pascale
• Format: Journal Article
• Language: English
• Published: Eastbourne, East Sussex, England Routledge 1996; Holt, Rinehart and Winston; Blackwell Publishers
• Subjects: Accreditation; Advertising; Advertising agencies; Attitude surveys; Attitudes; Behavior; Effects; Statistical analysis; Studies; Australia
• ISSN: 0265-0487; 1759-3948
• DOI: 10.1080/02650487.1996.11104665

The recent decision by the Australian Practices Commission to end the system of accreditation which had prevailed in the Advertising industry since 1975 has led advertising practitioners to reflect on the benefits and ills of accreditation. Under appeal for months by the Australian Federation of Advertising, the system of accreditation was finally abandoned in July 1996. In order to assess the potential differences which may exist between accredited and non-accredited advertising agencies in Australia, a large- scale survey was undertaken a few months prior to the Commission decision. Agencies were found to differ significantly in terms of size and make-up, but shared a number of attitudes and beliefs in respect of other marketing professionals and the potential of alternative forms of marketing communication tools. Respondents' understanding of, and behaviour relating to, the legislation were also found to differ depending on their accreditation status.