Harriet Meyers is a free-lance writer and public relations consultant from Columbia,Md. She works with private corporations, professional groups and non-profit organizations. More attorneys advertise in the Yellow Pages than in any other advertising medium. And many people turn to those ads when looking for counsel. This article provides answers to these questions, and helps you make an informed decision about the most effective way to spend your advertising dollars.
Informative ads promote positive image.
YPPA commissioned a study by Wiese Research Associates Inc., to provide an objective perspective of how consumers view attorney advertising. The telephone survey was conducted in April 1994 in response to hearings on lawyer advertising organized by the ABA'Commission on Advertising. Wiese found that of all types of advertising, Yellow Pages has the most positive impact on the image people have of the legal profession. Respondents also said they do not rely as heavily on any type of advertising when choosing an attorney as they do on recommendations from others and on their own prior experience with an attorney. However, they were more likely to rely on Yellow Pages than any other media source.