What Is the Advertising Checking Bureau? (ACB)

The Advertising Checking Bureau (ACB) is an organization that serves manufacturers and their retailers by providing a variety of advertising-related services. The Advertising Checking Bureau (ACB) offers services such as advertising tracking, brand building, development and management of incentive programs, and search engine marketing.

Key Takeaways

  • The Advertising Checking Bureau (ACB) is an organization that serves manufacturers and their retailers by providing a variety of advertising-related services.
  • Services offered by the Advertising Checking Bureau (ACB) include advertising tracking, brand building, development and management of incentive programs, and search engine marketing.
  • The Advertising Checking Bureau (ACB) offers five key programs: rebate programs, sales incentive programs (SPIFFs), co-op advertising programs, compliance programs, and ad tracking.
  • The company credits its success to its cycle of strategic visioning, targeting, implementation, analysis, and learning.
  • The key steps in its cycle are (1) strategic planning and needs assessment, (2) program research and design, (3) implementation and communication, (4) program management, measurement, and customer service, and (5) business intelligence.

Understanding the Advertising Checking Bureau (ACB)

The Advertising Checking Bureau (ACB) is the primary authority on co-op and promotional allowance program management in the United States. It has specific expertise in trade promotion programs, best practices, and policies in all sectors.

The Advertising Checking Bureau (ACB) processes a high volume of claim and incentive transactions through its systems, which enables it to keep abreast of trade marketing industry trends.

The Advertising Checking Bureau's (ACB's) other services, such as advertising tracking, enable companies to monitor and analyze competitor advertising share and advertising effectiveness in all major media. When necessary, the Advertising Checking Bureau (ACB) has been called upon to audit advertising claims made by companies.

In addition to creating and implementing channel marketing programs, the Advertising Checking Bureau (ACB) provides a variety of resources and insights into the most timely topics. This aims to address shifts in consumer purchasing dynamics and how companies can quickly react to those changes and to ensure that sales do not drop.

Programs Offered

The Advertising Checking Bureau offers five primary programs. These are rebate programs, sales incentive programs (SPIFFs), co-op advertising programs, compliance programs, and ad tracking.

Rebate Programs: The rebate program is designed in order to provide modern rebates to customers in order to drive sales. ACB creates and designs the rebate offer and handles validation, fulfillment, and reporting. The business can choose from rebate checks, prepaid cards, and digital payments.

Sales Incentive Programs (SPIFFs): The goal of SPIFFs is to encourage trade partners to sell your products by providing them with a variety of incentives. The overall goal is to increase your sales. According to ACB, it is a "way for you to motivate and reward channel partners, drive channel sales, and increase in-store loyalty mindshare."

Co-Op Advertising Programs: This offer allows ACB to manage your co-op advertising program, which is shared retailer advertising. ACB can compose a new co-op advertising program or help you better manage your current co-op advertising program.

Compliance Programs: This program allows ACB to monitor all of your channels to ensure any advertising is compliant. ACB will monitor the digital media and the websites of channel partners to confirm compliance or flag any instances of non-compliance to your program guidelines.

Ad Tracking: The ad tracking program provides you with a variety of data to help you keep track of your advertising success and how it compares to the competition. ACB provides key metrics on all media, such as print, radio, and digital.

History of the Advertising Checking Bureau (ACB)

In 1917, Walter B. Katzenberger founded the Advertising Checking Bureau (ACB). The initial role of the company was as a clearinghouse providing checks on newspaper copy and confirming the placement of advertising across 2,600 daily newspapers across the United States.

In the 1930s, the Advertising Checking Bureau (ACB) expanded its scope to include ad tracking and competitive benchmarking. In the 1950s, the company introduced the co-op service. In the 2000s, the company expanded its services further, incorporating the rebate and sales incentive programs.

The Advertising Checking Bureau (ACB) credits its success to its cycle of strategic visioning, targeting, implementation, analysis, and learning. The key steps include (1) strategic planning and needs assessment, (2) program research and design, (3) implementation and communication, (4) program management, measurement, and customer service, and (5) business intelligence.

Where Is the Advertising Checking Bureau (ACB) Located?

The Advertising Checking Bureau (ACB) is headquartered in New York City with offices in Memphis and Tempe.

How Much Do the Advertising Checking Bureau's (ACB's) Programs Cost?

The ACB does not list prices for its programs on its website. Companies need to reach out to the organization to begin a discussion with what services are needed. Prices will depend on the program, the level of detail, and the exact services required. ACB does provide flexible payment options.

Is the Advertising Checking Bureau (ACB) an Advertising Agency?

ACB is not an advertising agency in the traditional sense where advertising agencies create ads that are featured on billboards, websites, television, and radio. The ACB creates channel marketing programs, such as rebates and sales incentives with the goal of increasing sales.