Services Advertising by Dentists & Lawyers
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The purpose of this research is to examine issues that arise from the phenomenon of advertising and marketing on the part of professional personal-service providers of specialist expertise who are required to obtain occupational licensing, such as doctors, lawyers, CPAs, and psychologists. The plan of the research will be to set forth the background and context in which issue fronts have attained prominence in recent years, and then to discuss the attitudes of the affected service providers themselves as well as attitudes of the public and policies of governing bodies toward the phenomenon. The principal focus will be on services advertising by dentists and lawyers, although much of the commentary on such advertising appears equally applicable across professions affected by the deregulation of relevant advertising protocols.For decades--one could not inconceivably say centuries--it was customary in the United States for certain providers of professional personal and business services never to engage in overt methods of paid advertising, such as direct-mail solicitation, display and classified advertising in print media, and broadcast radio and television advertising. Professional/academic societies such as the American Bar Association, American Medical Association, and American Dental Association exercised de facto enforcement of bans on formal advertising in articulations of policy that were intended to have the effect of distinguishing the character and competence of assoc
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ads "be constructed 'differently' than ads for goods because consumers may respond differently to services information differently." This suggests that once the legality of services advertising was a fait accompli, the energies of professional-service advertisers were devoted far more to whether a promotion would be good for business than to whether it would be good for the profession. As she explains:
Although many professionals have reservations about advertising and its effects, their actions may contradict their beliefs. For example, Becker and Kaldenberg (1995) reported that 53 % of dentists engage in media advertising, up from 51 % observed in their 1990 study. The mean annual dollar expenditure grew from $1,403 to $1,923 over the same time period (Tripp 29).
A second point Tripp makes in regard to the market orientation of professional services advertising is that, in the years following services deregulation, there has been a fairly steady increase in comfort levels with professional-service advertising among both practitioners and consumers. Medical practitioners in particular appear to have some reservations about the effect of some advertising and promotion on "image, credibility, and dignity" (Tripp 28) of the professi
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Some common words found in the essay are:
Hite Fraser, Trade Commission, Dental Association, Fraser Bellizzi, Becker Kaldenberg, Weeks Stem, , Supreme Court, Snizek Crocker, Fugate Rahim, services advertising, professional services, legal advertising, journal advertising, hite fraser, professional-service advertising, practitioner advertising, journal advertising research, advertising research, advertising professional services, promotional efforts, hite fraser bellizzi, dental association, american dental association, supreme court decisions,
Approximate Word count = 3041
Approximate Pages = 12 (250 words per page)
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