Our club values are represented in the following purposes for which AAF Tuscaloosa exists:
- To strive for betterment of advertising in all areas affecting the advancement and general welfare of the business and its service to the public.
- To protect advertising from legislation and regulation that could over regulate and unduly restrain advertising and which would be harmful to the advertising industry.
- To establish and promote industry self-regulation by the practitioners of advertising.
- To develop a better understanding of the role and benefits of advertising among governmental authorities, the consuming public, and in schools and universities, and to encourage and assist the best students to enter advertising as a career.
- To recognize excellence in advertising.
- To assist in promoting public service causes.
- To offer programs to promote fellowship, communication, career enhancement, and education among members of the advertising industry.
In response to the greater diversity underutilization of ethnic marketing, allegations of unfair business practices and findings of a 1999 FCC-commissioned study, the AAF and The AAF Foundation formed a Business Practices Review Committee. The committee drafted the Principles and Recommended Practices for Effective Advertising in the American Multicultural Marketplace, which are now known as the Mosaic Principles & Recommended Practices. The primary objective of these principles is to increase the representation of people of color throughout the ranks of our business, to help companies achieve growth by leveraging multicultural and targeted ethnic marketing communications and to promote fair competition.