Small-Business Executive Responses to Accountant Print Advertisements

David M Andrus, Richard L. Ott and Penne Ainsworth

Describes a research study among small- business executives into their response to print advertisements by accountancy firms.

Small-Business Executive Responses to Accountant Print Advertisements

David M Andrus, Richard L Ott and Penne Ainsworth

Increased competition in the market for professional services has resulted in accountants becoming more interested in advertising their practices. A crucial component of promoting a professional service is an analysis of the informational content of an advertisement for a firm's services. This analysis should include the identification of those elements of a professional practice that would most influence a client's selection of a particular firm.

The American Institute of Certified Public Accountants (AICPA) recently entered into a consent agreement with...

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