The task is indispensable for the introduction of new products and improvement of existing ones. Advertising also stimulates competition, encourages the creation of new businesses and increases the number of available jobs, which contribute to an expanding economy and enlarges the tax base. It allows consumers numerous product selection alternatives and helps to maintain low prices. On the social aspects, advertising is responsible for physical and emotional needs of people. The advertising industry is expert at identifying what the public genuinely wants and needs.
Advertising is the foundation of independent, diverse and affordable media.
The willingness of advertising to support broadly-distributed, media contributes immeasurably to the maintenance of a pluralistic society within the democratic process. So we decided to convert those principles into quantitative dimensions by completing Economic Impact Studies. We began in the Argentine and rolled out to Colombia, Costa Rica, Dominican Republic, Mexico, Paraguay and Venezuela, plus a second time in Argentina and Venezuela. The results enabled us to speak with senior government officials on an entirely new basis for the first time. And, our government counterparts in the dialogue were amazed at the new learning which converted to a new respect for the contributions of our industry.