A Longitudinal Examination of Print Advertising by Professional Accounting Firms

Abstract

This study provides a longitudinal analysis of print advertising by professional accounting firms for the period 1988 to 2012. Findings indicate that the most common messages of recent ads pertain to general image of the firm, auditing services, and tax services. The majority of ads in the most recent time period include a web address. Print advertisements were used by firms of all sizes in all three time periods examined. Print advertising would appear to continue to be an effective way to market a CPA firm's services to potential clients.

KEYWORDS:

• advertising
• professional services advertising
• CPA firm advertising