Professional Accounting Services

Abstract

The American Association of Public Accountants has allowed accountants to actively advertise for over 22 years. This article provides the reader with the results of a study that looked at the current promotional and advertising practices of CPAs in three different geographic areas of the United States. The results of the study indicate a pattern of behavior by CPAs that favor print advertising and the use of the web pages on the Internet. The CPAs heavily used the yellow pages, newspapers, brochures, and church bulletins. They appear to view the Internet as a source of potential effective communications with current and future clients. The responding accountants seem to practice relationship marketing on the financial, social, and structural levels.

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