Shortly after the newest formation of the United States Congress was announced, the Association of National Advertisers (ANA) decided to start bending its ear and letting them know what is important to the advertising and marketing industry.
ANA, the new Congress just stepped in the door. At least give them some time to settle in.
But the issue the ANA is nervous about is an important one. If you remember the last time we brought up the ANA (or perhaps the last positive time we did), we mentioned how Congress was thinking about pulling legislation about excluding taxes on advertising dollars for businesses. This money was considered, and naturally so, as a cost of conducting business. Because of that categorization, advertising spending has usually not been taxed.
So with a conservative wave about to hit Washington, the ANA believes that it is best to start posturing now, before anything major hits the desks of these elected officials and they throw the wants of the ANA aside.
This is a sensitive issue. With the business environment in a constant flux, adding taxes to advertising dollars may be the unnecessary punch the economy will take to slow growth. However, if the government is looking for more ways to create revenue, hitting a multi-billion dollar industry for a small quarterly percent seems like an easy solution.
Unfortunately, in a world thriving on speculation, nothing is that easy.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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