Perceptions of CPAs concerning advertising. Perceptions of CPAs concerning advertising. A survey of 182 CPAs employed as sole practitioners, and in larger and smaller firms about advertising use reveals that small companies do not advertise as often as larger firms, and that large and small companies believe their competitors are raising advertising expenditures and are more likely to advertise.
Findings also reveal that small and large CPA firms share an interest in gaining new clients.
Gaining new clients was the reason most most often given by all firms for advertising. The word conjures up various perceptions in the minds of CPAs. The movement by CPAs toward accepting advertising as an everyday business planning tool has been discussed and written about in a variety of forums. Even though this perception may have limited the growth of advertising within the accounting profession, certain advertising techniques are being introduced and are growing in popularity with CPA firms. Radio, television, newspapers and specialty advertising are becoming acceptable mediums for selected target markets by firms.