| Abstract | In Hong Kong, the 4As , the Hong Kong Independent Advertising Agencies Association (HiA) and the local chapter of the worldwide International Advertising Association position themselves as the voice of the advertising industry, yet none of them can claim to have the support of every single agency in town, mainly because criteria for membership deliberately exclude a large number of agencies operating in the territory. This is why an umbrella body, perhaps an Advertising Industry Council, needs to be established. As the body representing the entire advertising industry, the council would be an authoritative representative to deal with government and pressure groups. |
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