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 the Federal Trade Commission (FTC) that became final on August 3, 1990. The consent agreement provides that the AICPA can not interfere if its members wish to engage in advertising and solicitation. The consent decree signed with the FTC will open up opportunities for advertising by accountants.