By Bruce W. Marcus, Contributing Editor
We have a paradox in professional services marketing. It's called advertising.
On the one hand, the past few years have seen a rash of advertising by firms in a variety of industries. On the other hand, as the economists say, everybody has an opinion about it, most of which is skewed by every possible wrong reason for judging advertising.
And, if there is a third hand, it's that based on my experience in advertising for law, consulting and accounting firms, I'm not really sure that most of it works.
I do know with a great certainty that it doesn't work for professional firms the way it works for products. In fact, I'm not sure that many of the advertising agencies doing some of these ads really understand that difference. There you have another paradox.
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