RESEARCH ARTICLE SUMMARY - PRACTITIONER IMPLICATIONS

Every newsletter, we will examine a recent empirical research article and examine its implications for marketing. If there are any specific areas you would like us to investigate, let us know at src@srchk.com .

Au, A (1997) CONSUMERS ATTITUDES TOWARDS PROFESSIONAL SERVICES ADVERTISING IN HONG KONG , J of Professional Services Marketing, 15 (2) pp.41-53.

A sample of 300 randomly selected residents (over 18) were given an 18 item questionnaire asking information pertaining to their attitudes towards professional advertising, information function performed by advertising, importance of price in advertising, deception of advertising, and consumers perception of the future of professional services advertising. The three professional services looked at were accountants, lawyers, and doctors.

Generally speaking, the results suggest that consumers do not feel that advertising will lower the image, credibility, nor dignity of professionals and professional services. However, they do not feel advertising helps them to make more intelligent choices between professionals.

Additionally, the respondents felt that they would be unlikely to use the services of professionals who advertise and that they would not like to see more advertising in the future.

One interesting finding was the variation of responses among different demographic groups. Those with lower levels of education were more negative, whereas tertiary or above educated people were more positive in their attitudes.

IMPLICATIONS

The research suggests that mass market type advertising is likely to be ineffective and an inefficient use of resources. Media vehicles should be representative of the image of professionals whilst ads should be informative and targeted at the more affluent and educated segments of the market (the Wall Street Journal in the US is a major medium for law firm advertisers). Business to business advertising maybe especially suitable. Ads still need to be eye catching but should match the media vehicle used and its content.