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WASHINGTON-While American Advertising Federation members think advertising awards help establish an industry standard of excellence, they don't think an award will necesarily bring them more business.

Fully 90% of the 240 members who responded to an exclusive AAF/Advertising Age fax poll conducted Feb. 17 to Feb. 23 said their company had entered a competition. However, only 73% said they would enter an ad competition this year.

Eighty-five percent responded that competitions are an important factor in establishing industry standards for excellence.

Sixty percent of client/advertiser respondents said they think they are more likely to hire an award winning creative service provider, and 61% of all respondents felt that their ability to attract business is influenced by awards they have won.

The survey said only 21% felt that competition-winning advertising is always effective in selling the product, while 50.5% said they are often effective in selling products.

AAF members found the top five award programs were the AAF-sponsored Addys, Clios, One Show, Obie and Communication Arts.

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