Attorney Advertising: The Link Between Ad Cues and Consumer Search Criteria

Cutler, Bob D.; Moberg, Chris; Schimmel, Kurt

doi:10.1300/j090v19n01_01

Cited by 5 publications

(3 citation statements)

References 8 publications

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“…Cutler et al (1999), unlike previous attorney ads studies which focused on print media, analyzed TV attorney ads for linkage between advertising cues and consumer search criteria. The authors specifically analyzed a total of 139 TV ads which were submitted for the 1992 and 1994 “Dignity in Lawyer Advertising” award.…”

Section: Literature Reviewmentioning

confidence: 99%

“…The literature in marketing on attorneys and legal services is prolific. It covers everything from the perception and attitude toward attorney ads (Dyer and Shimp, 1980, Crocker, 1986; Hite and Bellizi, 1986; Hite and Fraser, 1988) to strategic and effective marketing, and advertising of attorneys (Dyer and Shimp, 1979; Andrus, 1995; Garland et al , 1998; Abernethy and Butler, 1999; Cutler et al , 1999; Perkinson and Neeley, 2003). Because the main argument by some courts and bar associations against attorneys advertising was that it would negatively impact the image of the legal profession, it was logical for the early post‐ Bates studies in marketing to focus on the consumers' perception and attitudes toward attorney ads.…”

Section: Introductionmentioning

confidence: 99%

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Turf wars or a misunderstanding of roles: an examination of the relationship between marketers and lawyers within the corporation

Koku

2007

Journal of Services Marketing

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PurposeThe purpose of this paper is to examine the relationship between the marketing and legal departments within the corporation and how this relationship allows corporate attorneys to protect the firm against third‐party lawsuits.Design/methodology/approachA literature review is followed by a discussion of the relevant sections of the American Bar Association's Model Rules of Professional Conduct which govern the professional conduct of all attorneys in the USA relative to how they treat the client, third parties, and relate to the court. Then, the concept of the client/customer from the viewpoint of marketers and “legal people” (corporate counsels) is examined.FindingsAfter a thorough examination of the roles of corporate attorneys and the marketing department within the firm, the study concludes that the occasional turf wars between the two departments stem from the differences in the cultures and norms of the two departments.Research limitations/implicationsTo the extent that the study focused on the laws protecting consumers in the USA, and the Model Rules of Professional Responsibility as they relate to attorneys in the USA, its findings may be true only in the USA. However, the insights generated may have universal application.Practical implicationsBecause the Model Rules of Professional Conduct dictate how lawyers in the USA conduct themselves vis‐à‐vis their clients, efforts on the part of corporate counsels to educate marketers on how these rules affect their conduct could elicit the support and cooperation of marketers within the firm. In addition, organizations must reorganize so that corporate counsels not only maintain an active presence in the marketing department, but also work together with marketers to craft language in warranties, ads, and other communications with third parties in order to fulfill the applicable legal requirements, and yet not perceived by consumers as too “legalease”.Originality/valueThe study sheds light on the causes of turf wars between the two important departments (legal and marketing folk) within the firm, and suggests ways to remedy the situation.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Turf wars or a misunderstanding of roles: an examination of the relationship between marketers and lawyers within the corporation

Koku

2007

Journal of Services Marketing

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“…SeeChristou and Vettas (2008) (concluding that the optimal level of advertising depends on the degree of product differentiation).29 For a discussion of the impact of contingency fees on the frequency of litigation, seeMiceli (1994) andMiceli and Segerson (1991).30 This presumption is consistent with the finding that consumers are most concerned with the knowledge and skill of a law firm in choosing its legal services. Indeed, a survey byCutler, Moberg, and Schimmel (1999) indicated that consumers placed more importance on the knowledge and skill portrayed in an attorney"s advertisement than on a firm"s commitment to caring, values, or courtesy.…”

mentioning

confidence: 99%