Media Advertising Usage by Professionals: What We Know 20 Years Later

ABSTRACT

Twenty years have passed since the use of media advertising by professional services providers was “legalized.” This paper summarizes, integrates and draws generalizations from the empirical literature on advertising by accountants, dentists, lawyers and physicians. Additionally, in those instances in which the research evidence is inconclusive, we suggest managerially and theoretically relevant research propositions. Finally we offer some caveats and exhortations with respect to research methods in this domain.