Advertisers join the SAA for several reasons: to stay focused in their marketing communications with the sole purpose of maximising effectiveness and efficiency of their ad spendings; to serve their interests in Advertising through advocacy of best practices; to champion and defend their marketing causes; and to increase brand image awareness and visibility. Membership to the Singapore Advertisers Association brings with it these benefits:

 

 

You are no longer a lone voice. Collectively, SAA members represent a wide cross section of Singapore's leading advertisers including many household names and international brands. It is able to offer a strong and collective voice of dealing and mediating with the various components of the Advertising industry that include advertising agencies, media owners, and Government Ministries culminating in the observance of the Singapore Code of Advertising Practice (SCAP). In particular, as a collective association of ad spenders, we are able to set agendas to further the cause of Advertising and collective bargaining.

 

 

Together with our industry partners 4As (agencies), AMOS (media owners), and Government Ministries, SAA helped in the initiation to form the Advertising Standards Authority of Singapore (ASAS), an advisory body of the Consumer Association of Singapore (CASE), which entity regulates SCAP. Members subscribe to SCAP, which ensures that advertising is legal, decent, honest and truthful. For the benefit of Members, we become their spokesperson to advise and help mitigate industry issues against unethical and errant advertisers infringing the Code. Members enjoy a 50% discount on administrative fees charges levied by ASAS to process a complaint against an errant advertiser.

 

 

SAA engages in interactive activities with events such as talk shows, screening of Awards winning commercials, conferences, and seminars to bring members and associates together for updates affecting the industry. In economic terms, these events for presenting the latest trends and tools for effective advertising have in turn made the sales of goods a factor in the GNP of Singapore. Regional activities updates are shared through membership to a regional body such as The Asian Federation of Advertising Associations (AFAA).  Accumulatively, these activities also serve as important platforms and forums to interact and exchange views on important topics on Advertising affecting the various extraneous components of the industry in the region. In a proactive way, we are in effect providing the avenue for advisory services to members.

 

 

SAA together with 4As and AMOS collectively formed the Audit Bureau of Circulation (ABC) to monitor and audit circulation figures of major media that include newspapers and publications. This results in eliminating false claims on circulations upon which advertising rates are based and thus ensures advertisers and their partnership agencies are getting the best value for their advertising dollar and put a 'brake' on rising cost of space and airtime.

 

 

A valuable asset to this engagement is the opportunity to make social contacts with fellow advertisers, agencies, media owners, printing and production houses at the various events involving SAA. Many of such events are organized specially for members who are able to attend at either discounted attendance rates or free through sponsorships. SAA dates back to 1952 and through the decades have helped many top professionals in Advertising & Promotion within the marketing communications sector to foster goodwill through personal contacts. Individuals within a corporate body are represented on the roll of our membership, for without this personable human interactive activity, the industry can only be disaffected and distanced. Thus on the one hand, it is a membership of Corporations and in another, affective executive representations in a personable way makes our members good corporate citizens who have helped Singapore achieved the highest standards of advertising comparable with the best in the world.

 

 

At an average low cost of $1.23 cents a day compared to other associations, it is rather inexpensive to network through the appropriate channel for brand image visibility and be relevantly connected to your trade industry.

 

The Association is managed by a Council comprising the President, two Vice Presidents and three other members and is governed by a set of Rules and Regulations (see link). For the current year, they are