Perceptions of CPAs concerning advertising

Even though the movement by certified public accountants (CPA) toward accepting advertising as an everyday business planning tool has been discussed, many CPAs still perceive it as a nonprofessional act. Even so, certain advertising techniques are being introduced and are growing in popularity. To d...

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Bibliographic Details
Published in:The CPA journal (1975) 1990-04, Vol.60 (4), p.96
Main Authors: Cooper, William D, Dunn, Sarah, Kiel, Mark, Miles, Benton, Weeks, William C
Format: Article
Language:English
Subjects:
Accountants
Accounting firms
Advertising
Advertising expenditures
Attitudes
Auditors
CPAs
Questionnaires
Statistical analysis
Studies
Surveys
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Summary:Even though the movement by certified public accountants (CPA) toward accepting advertising as an everyday business planning tool has been discussed, many CPAs still perceive it as a nonprofessional act. Even so, certain advertising techniques are being introduced and are growing in popularity. To determine current CPA attitudes about advertising, a questionnaire was designed to address 2 specific areas of advertising. After needed demographic factors were answered, those who advertised were asked to address the reasons why they advertised and the advertising media they used. The questionnaire also addressed the relationship between CPA firms that advertise and their perceptions concerning whether their competitors were increasing their advertising expenditures. Overall, the researchers noted 3 important observations: 1. Small firms advertise less than larger ones. 2. Firms that perceive that their competitors are increasing their advertising budgets have a greater likelihood to advertise. 3. Firms that advertise have a great interest in obtaining new clients.
ISSN:0732-8435