1. The American Advertising Federation- Houston is an association of professionals
from all disciplines in the advertising, marketing and communications
industries. With a membership of over four hundred professionals, the group takes
an active role in the community both locally and through its affiliation with the
American Advertising Federation (AAF), a 50,000-member national association of
advertising professionals.
As the only professional advertising association that binds the mutual interests
of corporate advertisers, agencies, media companies, suppliers and academia, the
AAF is the “Unifying Voice for Advertising.” Its members share a commitment to
make advertising a more positive force in America’s economy and culture. They’re
not only advocates for the rights of advertisers, but they help educate government,
policymakers, the news media and the general public on the value that advertising
brings to the well-being of the nation. AAF also cultivates the advertising industry’s
present and future leaders.
Q4Micro environment factors, are factors close to a business that have a direct
impact on its business operations and success. Before deciding corporate strategy
businesses should carry out a full analysis of their micro environment.
A business converts inputs into outputs in order to make a profit. However, the
business does not exist in a vacuum, it exists within an external environment
consisting of the actions of other players who are outside the business. The
external environment consists of: Customers
As all businesses need customers, they should be Centred (Orientated) around
customers. The firm's marketing plan should aim to attract and retain customers
through products that meets their "wants and needs" and excellent customer service.
Suppliers
Suppliers provide businesses with the materials they need to carry out their business
activities. A supplier's behaviour will directly impact the business it supplies. For
example if a supplier provides a poor service this could increase timescales or product
quality. An increase in raw material prices will affect an organisation's Marketing Mix
strategy and may even force price increases. Close supplier relationships are an
effective way to remain competitive and secure quality products
Competitors
The name of the game in marketing is differentiation. Can the organisation offer
benefits that are better than those offered by competitors? Does the business have a
unique selling point (USP)? Competitor analysis and monitoring is crucial if an
organisation is to maintain or improve its position within the market. If a business is
unaware of its competitor's activities they will find it very difficult to “beat” their
competitors. The market can move very quickly for example through a change in

2. trading conditions, consumer behaviour or technological developments. As a business
it is important to examine competitors' responses to these changes so that you can
maximise the impact of your response.
A term that describes market participants that have recently entered a market or industry sector. '
Substitute'
A product or service that satisfies the need of a consumer that another product or service fulfills. A substitute can be perfect or imperfect depending on whether the substitute completely or
partially satisfies the consumer. A consumer might consider Pepsi to be a perfect substitute for Coke, or Land O'Lakes butter to be a perfect substitute for Kerrygold Irish Butter. However, if a
consumer sees a difference in these brands, he may see Pepsi and Land O'Lakes as imperfect substitutes, even if economists might consider them perfect substitutes
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