Research Guides: Marketing: Trade Associations

Why look at associations?

Trade and professional associations are often-overlooked sources of valuable information. Because the purpose of these organizations is to represent the interests of their members, associations often conduct their own research with the goal of expanding and improving their field.

Although some information is restricted to members, associations usually release parts in the form of press releases, blog posts, infographics, and similar materials in order to raise public awareness and interest in their field. This means all that information is available to you, so make sure to take advantage of it!

Marketing Associations

American Marketing Association
The American Marketing Association web site has a wide variety of resources including white papers, research reports, case studies, and best practices at the AMA.
Association of National Advertisers
Membership of nearly 600 companies representing over 10,000 brands that spend on advertising and marketing. Advances the interests of marketers and promoters.
Brand Activation Association
Formerly Promotion Marketing Association, their purpose is to "address significant challenges brand marketers face in today's rapidly changing marketplace so they can thrive and grow, and to manage the whole brand experience and the consumer relationship to drive purchases and long-term loyalty."
Food Marketing Institute
Members are grocery retailers and wholesalers. Advocates on behalf of their members and conducts conferences and seminars, gathers statistics, produces a number of useful publications.
International Franchise Association
Multinational organization with over 30,000 members involved in franchising of goods and services in all industries.
National Retail Federation
Represents a variety of national and state retail associations, plus corporate members from all segments of the retail industry. Conducts conferences on all aspects of retailing.
Public Relations Society of America
Represents public relations and communications professionals and provides professional development, sets standards and ethics, and advocates on behalf of the industry.

Advertising Associations

Ad Council
Mission is to select a number of major public issues, create campaigns around them and produce measurable results. The organization secures donated media on behalf of the campaigns.
Advertising Research Foundation
Premier foundation in the advertising industry, where practitioners from every avenue of advertising gather to exchange ideas and research strategies. Publishes journals and special reports and holds conferences and seminars.
American Advertising Federation
Represents over 40,000 members and a network of over 200 ad clubs. promotes the business of advertising by working with government, public and professional sectors as the unifying voice for advertising.
American Association of Advertising Agencies
National organization represents the interests of the advertising agency business. Its members produce approximately 80% of total advertising volume placed by agencies nationwide. Publishes reports and conducts annual conferences and seminars.
Interactive Advertising Bureau
Comprised of over 600 leading media and technology companies that are responsible for selling 86% of online advertising in the U.S. Dedicated to growth of industry, educating on the value of interactive advertising and recommending standards and practices.

Media Associations

Association of Magazine Media
Represents magazines in both print and digital format and serves as the industry association for multi-platform magazine companies.
Video Advertising Bureau
Members include national and regional ad-supported networks, system operators and interconnects, working together to further increase awareness of the power of video as an advertising medium.
Direct Marketing Association
World's leading independent organization for data-driven marketers. Membership consists of virtually any business, organization or person who is involved in direct marketing.
Newspaper Association of America
Represents nearly 200 newspapers in the U.S. and Canada. Focus is on growing ad revenues and audiences across both print and digital platforms.
Outdoor Advertising Association
Represents companies that advertise on out-of-home vehicles such as billboards, street fixtures and transit.
Radio Advertising Bureau
Sales and marketing arm of the radio industry. Enhances perception of radio as a primary medium for all advertisers.