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CA magazine (Toronto : English edition), 1993-10, Vol.126 (9), p.43
Ort / Verlag
Toronto: CANADIAN INSTITUTE OF CHARTERED ACCOUNTANTS
Erscheinungsjahr
1993
Link zum Volltext
Beschreibungen/Notizen
Although it may not bring crowds of new clients to an accounting firm's doors, advertising can distinguish a firm's way of doing business. When the Canadian Stage Company and The Advocates' Society presented a play starring prominent local lawyers, the forensic accounting firm Lindquist Avey Macdonald Baskerville bought a full-color ad to be placed opposite the cast page. The ad helped differentiate the firm through its creativity. Ads for a CA firm should not just be aimed at building name awareness but should also distinguish its personality. Ads should be a part of a firm-wide communications strategy. While some CAs are simply unwilling to set themselves apart from the rest of the profession, many CAs do not advertise because of the partnership structure, under which the funding for advertisements comes directly from the partners' pockets. Richard Sharabura said firms' failure to advertise is a tragic loss of a marketing opportunity. He believes firms should commit 2%-3% of their revenues to advertising - 5% in a difficult market.