Current consumer attitudes toward chiropractic advertising were studied and compared to those expressed 17 years ago. This study was designed to determine (a) consumers' attitudes toward advertising by chiropractors; and (b) whether age, occupation, race, income, education, number of children in household, marital status, or sex of consumers accounted for any significant difference in attitudes toward chiropractors who advertise. Replicating a survey conducted in 1991, this study used the same questionnaire and population to compare cross-sectional responses over the past 17 years. Results seem to confirm the belief of many marketing professionals that advertising and marketing clearly have a place in the management and operation of professional services.