The report, based research on ad and economic data from the 1990s and early this decade, mainly from France and the U.S., with some data from other developed European countries and Japan, attempts to show that advertising contributes to economic growth by:
- Stimulating consumption (as consumers respond to ads).
- Accelerating the spread of innovation (by creating demand for products that grow out of R&D spending).
- Promoting competition (as marketers battle for market share).
- Creating ad-related jobs and promoting ad-related economic activity (such as ad-supported media).
Malte Lohan, the WFA's Public Affairs Director said about the report: "In a climate where pressure is growing worldwide for restrictions on marketing communications," he said, "it is urgent that the industry better understands and more effectively communicates the benefits of advertising: real choice for consumers, more jobs, vibrant and independent media, the competitiveness of domestic markets in the age of globalization. This study provides valuable arguments to demonstrate that advertising is an integral element of the fabric of dynamic, wealthy societies."
Someone should tell that to Sao Paolo mayor, Gilberto Kassab.
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