Since the early 1990s, law firm advertising has made dramatic progress. It is not uncommon now to see fullpage colour newspaper or even TV advertising, as lawyers finally see the benefits that advertising can bring. Good advertising leads to positive coverage or exposure of products or services, it enhances a company’s image and reputation; attracts and communicates with prospective clients and creates closer professional ties.
In a world where competition in all professional services is increasing, and many organisations are finding it difficult to differentiate what they are offering, advertising needs to have a huge impact. Moreover, for in recent years the buzzword in media and advertising has been ‘accountability’. So, it is vital for organisations to assess the value, impact and return on advertising and promotional spend.
