Traditional Advertising for Law Firms Too Soon to Say Last Rites

Research to show that doomsday forecasts for traditional advertising are overstated.

/lawyermarketing101.com/Kevin Quinlan/ 06/02/2009

It turns out that with all of the doomsday forecasts for traditional advertising, current research, to be published by a non-biased organization, has found that to a great extent the rumors are more than just overstated.  The report should absolutely calm some nervous advertisers. Evidently, use of DVRs, ad clutter and the transition to web video viewing has not eroded the impact of TV for marketing law firms and other goods and services.

As reported in Advertising Age, the Wharton School in conjunction with the Advertising Research Foundation will report that the demise in effectiveness of print, online and broadcast advertising is more assumption than fact.  Although the study found that TV advertising is way more effective for those advertisers with the largest budgets, the success rate has not declined over similar tests conducted more than 10-years ago.  

Even more importantly was the conclusion that advertising also stimulated word-of-mouth advertising and that recommendations of specific brands were significantly higher in circumstances where advertising initiated the conversation.  Additionally, studies of consumers found that ads helped created a high proportion of online buzz.

The studies also found that both print and online ads were effective in moving the needle although the studies also raised the need for more research.  It has yet to be determined what the total impact of search and social networking by consumers will be. That said, TV still works when the message and production is carefully crafted and the strategy is on the mark.


For more information on how TV or other advertising can help your law firm grow its business contact Rene Perras.

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