Bosho , C.
A icle
Ad e ising o legal se ices: Pe cep ions o a o neys
Sou h A ican Jou nal o Business Managemen
P o ided in Coope a ion wi h:
Uni e si y o S ellenbosch Business School (USB), Bell ille, Sou h A ica
Sugges ed Ci a ion: Bosho , C. (1990) : Ad e ising o legal se ices: Pe cep ions o a o neys, Sou h
A ican Jou nal o Business Managemen , ISSN 2078-5976, A ican Online Scien i ic In o ma ion
Sys ems (AOSIS), Cape Town, Vol. 21, Iss. 1/2, pp. 10-16,
h ps://doi.o g/10.4102/sajbm. 21i1.910
This Ve sion is a ailable a :
h ps://hdl.handle.ne /10419/218041
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10
S.-A .Tydsk . Bed y sl.1990,21(1)
Ad e ising
o
legal se ices: Pe cep ions
o
a o neys
C.
Bosho
Depa men
o
Business Economics. Vis a Uni e si y. P i a e Bag X613, Po Elizabe h, 6000 Republic
o
Sou h A ica
P o essional p ac i ione s a e inc easingly ques ioning he s a us quo wi h ega d o es ic ions on he
ad e ising
o
p o essional se ices. I occu s agains he backg ound
o
de elopmen s such as de egula ion and
inc eased compe i ion om non-p o essionals. P o essional associa ions a e la gely unce ain how o add ess
he issue. This s udy
is
an a emp o con ibu e owa ds he deba e conce ning ad e ising
in
he legal
p o ession. I epo s on a su ey among I
000
p ac ising a o neys. The s udy ound ha a o neys a e gene ally
in
a ou o ad e ising hei se ices. bu belie e ha i should be conduc ed wi hin he con ines
o
ce ain
speci ied guidelines.
P o cssionele c cnigings
is
ocnskynlik onseke oo hoc die aags uk benadc behoo e wo d. Hie dic s udie
poog om 'n byd ac c maak o die deba oo die ad c e ing an egsdiens c. Ve slag wo d gelewe
oo
'n
opname onde 1
000
p ak ise cnde p oku cu s.
Daa
is
bc ind da p oku cu s
in
die algemeen en guns e an
die ad e e ing an egsdiens e is, mi s di binne 'n aamwc k an gespesi ee de iglyne plaas ind.
In oduc ion
Res ic ions on he igh s
o
p o essional p ac ione s
o
ad e ise hei se ices ha e ecei ed a ai
amoun
o
a en ion in Ame ican cou s. These es ic ions ha e
been iewed agains he backg ound
o
he i s
amendmen
o
he U.S. cons i u ion which s a es:
'Cong ess shall make no law ... ab idging he eedom
o
speech,
o o
he p ess ... ' (Cohen, 1978: 59).
T adi ionally, ee speech has hus been
p o ec ed
by
law. Howe e , in o ma ion and opinion dissemina ed
in
a comme cial con ex such as ad e ising was conside ed
me can ile in o igin and no subjec o he same i s
amendmen p o ec ion as
o he
o ms
o
exp ession
(Cohen, 1978: 59).
This iewpoin was modi ied in 1975 when he
U.S.A.
Sup eme Cou uled in Bigelow . Vi ginia
ha ,
because speech appea s in comme cial o m, i does
no
lose i s amendmen p o ec ion
(Hi e
& Bellizzi, 1986:
45). In a landma k case, Ba es
.
S a e
Ba
o
A izona,
he cou decla ed ha he ule
o
he A izona S a e
Ba
banning ad e ising
o
legal se ices iola ed
cons i u ional p o ec ion
o
lawye s' comme cial speech.
The
cou decided ha consume s had he igh o
ecei e such in o ma ion (Hi e & F ase , 1988: 95).
Howe e , i no ed ha i s decision encompassed only
p ice ad e ising
o
ou ine legal se ices in p in ed
media (Smi h & Meye , 1978: 288). Following his
decision ad e ising es ic ions ha e been li ed.
In
Sou h A ica es ic ions
on
ad e ising by
p o essionals a e mos ly s ill in place,
bu
unde
in es iga ion (B ice & Philips, 1986: 80;
Bobbe ,
1988:
282). In ce ain p o essions ad e ising has been
discussed openly and e en encou aged.
The
Sou h
A ican Ins i u e
o
Cha e ed
Accoun an s, o
ins ance, held a e e endum du ing 1986
o
es ablish
whe he accoun an s in public p ac ice we e in a ou
o
he elaxa ion
o
es ic ions on ad e ising by i s
membe s.
In
o he
p o essions ad e ising
is
hea ily
ques ioned and o en a ques ionable ac i i y (Whea ley,
1983: 23). F om a legal pe spec i e his 'anxie y' may
s em om he ideal ha legal counsel is p o ided by a
p o ession and no a business -jus ice canno be sold
(Haza d,
Pea ce & S empel, 1983: 1112).
In legal ci cles in Sou h A ica he issue
o
ad e ising
has ecei ed some a en ion,
bu
limi ed empi ical
in o ma ion
is
a ailable. This s udy in es iga ed
how
p ac ising a o neys pe cei e he ad e ising
o
legal
se ices.
Objec i es
The
objec i es
o
he s udy we e o:
-es ablish how esponden s iew he possible
implica ions
o
ad e ising o
bo h
he p o ession and
consume s;
-indica e which aspec s
o
ad e ising a o neys a ou
and
which aspec s hey a e
opposed
o:
-p edic which a o neys a e mos likely o ad e ise
hei se ices gi en he oppo uni y o do so; and
-in es iga e he ela ionship be ween he a i ude o
a o neys owa ds ad e ising
and
ce ain pe sonal
and
p ac ice- ela ed cha ac e is ics.
Me hodology
Ques ionnai es we e mailed
o
a sys ema ic andom
sample
o
1000 a o neys in p i a e p ac ice. The
egis a ion lis
o
he Law Socie y
o
he Cape
o
Good
Hope
se ed as sampling ame. A esponse a e o
35,6% was achie ed, a e
one
mail ollow-up.
The
ques ionnai e consis ed
o
72 s a emen s linked
o
a i e-poin Like - ype scale
on
which esponden s
could indica e hei ag eemen
o
disag eemen wi h
each s a emen .
The
scales anged om s ongly ag ee
( alue 5) o s ongly disag ee ( alue 1 ).
The
s a emen s
co e ed
he
issues on which he
deba e
o
he possible
ad e ising
o
legal se ices cen es.
Table 1 indica es he composi ion
o
he esponden
g oup.
Non- esponse bias
An
a emp
was made
o
es ima e non- esponse bias
by
means
o
ex apola ion. Time ends we e used, whe e
i
is
assumed ha hose esponding la e a e mo e simila
o
S.A .J.Bus.Mgm .1990,21(1)
Table 1 Composi ion o esponden g oup
Pe sonal
and
p ac ice-
ela ed cha ac e is ics
Numbe
%
o
o al
Age
20-29 30 8,4
30-39 152 42,7
40-49 86 24,2
50-59 57 16,0
60+
31
8,7
356 100,0
Expe ience in p ac ising
o
law (yea s)
0-
9 139 39,0
10-19 100 28,1
20-29
58
16,3
30-39
47
13,2
40+
12
3,4
356 100,0
Language medium
o
uni e si y a ended
P edominan ly English speaking 132 37,1
P edominan ly A ikaans speaking
131
36,8
Double medium
75
21,1
O he
18
5,1
356 100,1
Size
o
i m (numbe
o
pa ne s)
1-3
181
50,8
4-6
87 24,5
7+
88 24,7
356 100,0
Posi ion
in
i m
Senio
pa ne
151
42,4
Pa ne
131
36,8
Junio
pa ne
23 6,5
P o essional assis an
51
14,3
356 100,0
P edominan ma ke se ed
Mainly p i a e indi iduals
35
9,8
Mainly business and
o he
o ganiza ions 7 2,0
Mainly p i a e indi iduals bu also
business and
o he
o ganiza ions
115
32,3
Mainly business
and
o he
o ganiza ions
bu also p i a e indi iduals 79 22,2
An
equal p opo ion
o
business
and
o he
o ganiza ions,
and
p i a e indi iduals 120 33,7
356 100,0
Loca ion
o
main b anch
Ru al
a ea
117 32,9
Cen al business
a ea
o
majo
ci y 189
53,l
Ou lying a eas
o
majo
ci y 50 14,0
356 100,0
Numbe
o
b anches
1-2 316 88,8
3-4 40 11,2
5+
0 0
356 100,0
Leng h
o
associa ion
wi h p esen m (yea s)
0-5
136
38,2
6-10 82 23,0
11-15
33
9,3
16-20 32 9,0
21+
73
20,5
356 100,0
Due o ounding o , some pe cen ages may no add up o exac ly 100
11
non- esponden s
(A ms ong
&
O e on,
1977: 397).
Table
2 shows a compa ison
be ween
he
i s
qua ile
o
esponden s
(89)
and
he
las
qua ile
(89). Accep ing a
minimum
equi emen
o
ou
deg ees
o
eedom
and
a
maximum
o
20%
cells wi h
an
expec ed
equency less
han
i e,
he
ollowing a iables we e used o his
compa ison: age, expe ience in
he
p ac ising
o
Jaw,
leng h
o
pe iod
associa ed wi h
p esen
i m,
and
na u e
o
ma ke
se ed.
The
chi-squa e analysis
pe o med
shows
ha
he
na u e
o
he
ma ke
se ed
is
he
only
pe sonal
and
p ac ice- ela ed a iable acco ding
o
which
he
i s
qua ile di e signi ican ly om
he
las
qua ile
-
sugges ing
ha
non- esponse bias was negligible.
Owing o he in luence
o
he
size
o
he
i m
on
he
indings
o
p e ious simila s udies
he
minimum
equi emen
o
ou
deg ees
o
eedom
was elaxed
(which weakens
he
Chi-squa e es )
o
es ablish
whe he
he abo e conclusion also applied
o
his a iable.
While his limi a ion is
kep
in mind,
he
i s
and
las
qua iles
o
esponden s
do
no
di e signi ican ly in
e ms
o
he
size
o
i ms as
measu ed
by
he
numbe
o
pa ne s
in ol ed (x2 = 2,421; D. . = 2; signi icance =
0,298).
The issues
The
deba e
on
he possible ad e ising
o
legal se ices
has
cen ed
on
a
numbe
o
impo an
issues.
These
include:
-
he
possible impac
and
implica ions
o
ad e ising
on
he p o ession
and
consume s;
-p ac ical conside a ions such as
he
in o ma ion
con en
o
ad e ising,
app op ia e
media,
esponsibili y o placing ad e isemen s;
and
- egula o y aspec s.
The
ques ion
whe he
he
ad e ising
o
legal se ices
se es any
pu pose
is
discussed agains
he
backg ound
o
he
ole
o
adi ional in o ma ion sou ces
used
by
consume s be o e an
a o ney
is selec ed.
These
include
epu a ion
and
pe sonal in o ma ion sou ces such as
iends
and
ela i es.
The po en ial implica ions o ad e ising on he legal
p o ession and consume s
The
po en ial impac
and
implica ions
o
he
ad e ising
o
p o essional se ices
men ioned
mos equen ly in
he ma ke ing li e a u e
(Bloom,
1977; Shimp &
Dye ,
1978; Smi h & Meye , 1978;
Hi e
& Bellizzi, 1986; Smi h
& Meye , 1980;
Haza d,
Pea ce
&
S empel,
1983;
Hi e
&
F ase ,
1988)
and
which
a e
applicable
o
he
legal
p o ession,
a e
he ollowing:
The
ad e ising
o
legal se ices may:
-
c ea e
new
job
oppo uni ies;
-es ablish, modi y,
o
ein o ce
he
image
o
a legal
i m;
-co ec mis aken belie s
abou
he
pe o mance
o
eliabili y
o
a legal i m;
-encou age con ac wi h
o
ial
o
an
p e iously
un ied legal se ice;
-
enhance
he
epu a ion
o
he
i m
o
p o ession;
12
Table 2 P o ile
o
i s and las qua iles
o
esponden s
Fi s qua ile Las qua ile
Age
o
esponden s"
20--29 6 9
30--39 43
41
40-49
19
20
~59
II
10
60+
10
9
89 89
Expe ience
In
p ac ising
o
law
(yea s)b
0-9
31
38
10--19 30
25
20--29
15 15
30--39
II
7
40+ 2 4
89 89
Leng h
o
imoc:ia ion wi h
p esen
i m
(yea s)"
0--5
27 40
6--10 27
19
11-15 9 7
16--20 9 8
21+
17 15
89 89
Na u e
o
ma ke
se edd
P i a e indi iduals 7
11
Business/o he o ganiza ions 2
Mainly p i a e indi iduals,
also business/o he o gani-
za ions 24 34
Mainly business/o he
o ganiza ions. also p i a e
indi iduals 29
12
Equal p opo ion business/
o he
o ganiza ions and p i-
a e indi iduals 28 30
89
89
•
·x2
= 0,774; d. . = 4; signi icance = 0,942. No signi ican di e ence
be ween i s and las qua iles
o
esponden s
b x2 = 2,720; d. . = 4; signi icance = 0.606. No signi ican di e ence
be ween he i s and las qua iles
o
esponden s.
<
x2
= 4,348; d. . = 4; signi icance = 0.361. No signi ican di e ence
be ween he i s and las qua iles
o
esponden s
d
x2
= 10,064; d. . = 4; signi icance = 0.039. Signi ican di e ence
be ween i s qua ile and las qua ile
o
esponden s
-allow consume s o make op imal a o ney selec ion
decisions;
-ensu e inc eased
o
a leas main ain compe i ion
(p e en ion
o
ad e ising limi s compe i ion o he
de imen
o
he public);
-dec ease p ices/ ees;
S.-A .Tydsk .Bcd y sl.1990,21(1)
-enhance he quali y
o
legal se ices;
-heigh en he public's unde s anding
o
si ua ions
whe e legal assis ance
is
equi ed;
-allow consume s o choose a specialis o a pa icula
legal p oblem/si ua ion;
-in ensi y clien sa is ac ion a e se ice deli e y;
-c ea e an awa eness
o
he se ices o e ed
by
a o neys;
-allow a o neys o specialize;
-impai he pe sonal na u e
o
he clien -a o ney
ela ionship;
-bene i only he incompe en a o ney;
-
e ode
public con idence in he legal p o ession;
-no
be
seen as c edible in o ma ion by consume s;
-expose a o neys o en ep eneu ial isk;
-lead o less co-ope a ion among a o neys
on
ma e s
o
common in e es ;
-lead o a loss
o
clien s i poo ly execu ed;
-ha e a ha m ul in luence
on
he digni y
o
he
p o ession;
-c ea e clien dissa is ac ion due
o
a i icially in la ed
expec a ions;
-degene a e in o a ci cus
o
misleading and decep i e
ad e ising;
-
be
o
li le alue as he in o ma ion p o ided will
be
biased;
-
be
o
li le alue as consume s will s ill ely
on
epu a ion and pe sonal in o ma ion sou ces;
-dec ease compe i ion as only la ge i ms will be able
o a o d i ;
-con use
a he
han enligh en consume s;
- esul in p ice collusion among a o neys i p ices/ ees
a e lis ed in ad e isemen s o he de imen
o
he
small p ac i ione
and
hus compe i ion;
-lead o compe i i e p essu es, which may esul
in
dishones and/o une hical beha iou among
a o neys;
- esul in highe ees o he clien ;
-
be
was e ul and unnecessa y.
P ac ical conside a ions
Wi h
ega d o he in o ma ion con en
o
ad e ising
Shimp &
Dye
(1978: 76) sugges ed ha he possibili ies
ange om gene al in o ma ion (name, add ess. phone
numbe , hou s) o comple e ad e ising, including a ea
o
specializa ion. quali ica ions. and ee schedules.
Smi h & Meye (1978: 289). in an empi ical s udy,
in es iga ed addi ional aspec s, including amoun o
expe ience. law school
a ended,
awa ds ecei ed,
endo semen s om pas clien s, and pas cou
pe o mance eco d.
In discussing he app op ia eness
o
a ious media
o
legal se ice ad e ising. Shimp &
Dye
(1978:
76)
men ioned newspape s, he Yellow Pages,
law
di ec o ies, adio and ele ision. Hi e & F ase
(1988:
95) in a me a-analysis
o
p e ious esea ch added
consume s magazines. di ec mail,
ou doo
boa ds. and
elephone, while Smi h & Meye (1978: 289) added
b ochu es in o ice.
The
ques ion
o
who should
be
esponsible o he
S.A .J.Bus.Mgm .1990,21(1)
placing
o
ad e isemen s
o e s
h ee
possibili ies,
namely
p o essional associa ions, indi idual i ms/
a o neys
(Shimp
&
Dye
(1987: 76),
o
comme cial
ad e ising agencies.
Regula o y
aspec s
The
egula o y
aspec s ecei ing
a en ion
in
he
ma ke ing
li e a u e
conce n
mainly
he
deg ee
(i any)
o
egula ion
and
he
possible cos
he eo .
These
issues
we e
all included in
he
ques ionnai e
which
se ed
as
measu ing
ins umen
in his s udy.
Empi ical indings
F equ~ncy
dis ibu ions
The
mos
impo an
possible implica ions
o
ad e ising
o
he
legal p o ession
and
consume s,
as iden i ied by
esponden s,
a e
summa ized
in
Table
3. I e eals a
ai ly posi i e
a i ude
owa ds
he
possible ad e ising
o
legal se ices as
he
majo i y
o
he
po en ial
implica ions
can
be
desc ibed
as
ad an ageous
o
he
p o ession,
he
public,
o
bo h.
Responden s
seem
o
eel
ha
he e
is a
need
among
he
public o addi ional
in o ma ion
abou
a o neys
and
he
se ices
hey
o e
and
ha
ad e ising is
an
app op ia e
means
o
sa is ying
he
need.
An
in e es ing
poin
is
ha ,
despi e
he
o e all
posi i e inclina ion
owa ds
ad e ising,
he
majo i y
o
esponden s
seem
o
eel
ha
a a ou able
epu a ion
is
s ill likely
o
ensu e
ha
he
consume
chooses
he
bes
a o ney.
Acco ding
o
Table
4
esponden s
belie e
ha
i
he
ad e ising
o
legal se ices is
pe mi ed,
a o neys
should
be
allowed
o
exe cise his igh only wi hin
he
cons ain s
o
ce ain
guidelines2.
Appa en ly
es ic ions
should
be
placed
on
he
con en s
o
ad e isemen s,
and
on
he
ad e ising
media
which may
be
used,
as well as
on
who
may accep esponsibili y o
he
placemen
o
ad e isemen s.
Responden s
eel
ha
i ad e ising is
pe mi ed
hey
should
be
allowed
o
supply
he
ollowing in o ma ion:
•
gene al
in o ma ion,
o
example
name,
add ess,
elephone
numbe ;
•
he
pa icula
legal
a eas
in wich
he
i m specializes;
•
how
long
he
i m has
been
es ablished;
and
•
he
quali ica ions
o
s a /pe sonnel.
Tes imonials
by clien s
and
ee schedules
appea
o
be
inapp op ia e.
Wi h
ega d
o
ad e ising
media,
law
jou nals,
he
Yellow
Pages,
pamphle s,
and
newspape s
appea
o
be
app op ia e
bu
billboa ds
seem
o
be
unaccep able.
The
esponsibili y o
he
placemen
o
ad e isemen s
seems
o
lie wi h
he
law socie ies
o
indi idual i ms.
A i ude
owa ds
ad e ising
To
es ablish
whe he
common
ac o s exis ed wi hin
he
o iginal
da a
se ,
a p incipal ac o analysis was
pe o med
on
he
sample
co ela ion
ma ix
o
he
o iginal 72
s a emen s.
The
compu e
p og am
BMDP4M
(F ane,
Jenn ich
&
Sampson,
1985) was
used,
by speci ying a
Di ec
Qua imin
oblique
o a ion
o
he
o iginal ac o
ma ix
(Jenn ich
&
Sampson,
1966).
13
Table 3
Po en ial
implica ions
o
ad e ising
8
Pe cen age
S a emen Ag ee Neu al Disag ee x S.D.
A.
can c ea e awa eness
o
i m/
se ices 83,4 10,4 6,2 3,91 0,76
A. can es ablish, modi y, ein o ce
image
o
i m 79,2 11,0 9,8 3,79 0,82
A.
will
assis public o know who
specializes 69,l 10,7 20,2 3,59 0,99
Fees
will
dec ease 12,9 20,5 66,6 2,35 0,94
A.
will
allow public o make mo e
in o med selec ions
o
a o neys 69,7 15,2 15,2 3,62 0,91
A.
will
assis public o know when
legal assis ance
is
equi ed 78,0 9,7 12,3 3,83 0,89
A.
will
con use public 15,7 14,0 70,2 2,36
1,01
Exis ing in o ma ion sou ces
adequa e 20,5 8,4 71, 1 2,27 1,19
A. was e ul, unnecessa y 18,8 13,8 67,4 2,37 1,15
A good epu a ion
will
ensu e
bes a o ney 66,0 15,2 18,8 3,72 1,09
Wo d-o -mou h communica ion
does no e lec ue s eng hs/
weaknesses o all a o neys 73,3 19,7 7,0 3,75 0,74
Public needs mo e in o ma ion
abou se ices
o
a o neys 84,3 7,6
8,1
3,99 0,89
A. app op ia e means
o
sa is ying
public's in o ma ion needs 81,7 11,0 7,3
3,%
0,89
•
In
his able ad e ising
is
abb e ia ed o A.
Keep
in
mind ha ag eemen wi h each s a emen could be a ed
on
a
i e-poin scale, bu has been collapsed o a h ee-poin scale o
acili a e easie epo ing
o
esul s. Also keep
in
mind
ha
some
s a emen s we e nega i ely ph ased. Only s a emen s wi h a minimum
o
65% ag eemen /disag eemen a e included.
The
applica ion
o
his
p og am
leads
o
he
o a ed
ac o ma ix
shown
in
Table
5,
iden i ying six
common
ac o s.
O
hese,
ac o 1 explains
68,2%
o
he
a ia ion.
Only
his
p ima y
common
ac o ,
measu ed
by
21
o
he
o iginal
s a emen s,
is
conside ed
o
u he
analysis.
Fac o
1
appea s
o
measu e
he
pe cep ions
o
a o neys
wi h
ega d
o
he
gene al
e ec
and
implica ions
o
ad e ising
o
he
legal p o ession
and
he
public,
and
consis s
o
he
ollowing a iables:
34 -ad e ising will
c ea e
clien dissa is ac ion
due
o
a i icially in la ed
expec a ions;
22 -i ad e ising is
pe mi ed,
i will
e en ually
degene a e
in o
misleading
and
decep i e
ad e ising;
33 -
compe i i e
p essu e
due
o
ad e ising will
esul
in dishones
and
une hical
beha iou ;
13
-ad e ising will
ha m
he
digni y
o
he
p o ession
among
a o neys
hemsel es;
37 -ad e ising will
be
expensi e
and
he
clien will
ha e
o
pay
o i in
he
end;

14
19
-public con idence in he legal p o ession
will
be
ha med
by
ad e ising;
30 -ad e ising
will
ha m he digni y o he p o ession
among he public;
35
-ad e ising
will
limi co-ope a ion among a o neys
on ma e s
o
common in e es such
as
legal
esea ch;
27
- he public
will
no ega d he ~n o ma ion p o ided
by ad e isemen s as c edible;
12
-i ad e ising
is
pe mi ed, he la ge i ms will
become la ge s ill
as
only hey can a o d i and he
smalle i ms
will
be e en less compe i i e;
25
-ad e ising
will
con use he public;
Table 4 P ac icaV egula o y conside a ions8
Pe cen age
S a emen Ag ee Neu al Disag ee X S.D.
Gene al
Only A.wi hin gene al guide-
lines should be pe mi ed 78,9 8,7
No
es ic ions should be
placed on con en s o
ad e isemen s 11,0 4,8
No
es ic ions should be
placed on which media may be
used 16,0
10,1
No es ic ions should be
placed on
who
may place
ad e isemen s 14,6 9,6
Ad e ising
con en
The ollowing should be
pe missible:
Gene al in o ma ion (name
add ess. el.no. ,hou s) 96,9
1,
7
Tes imonials 12,6 12,6
P ices/ ees 25,0 10,4
Pe iod es ablished
76,1
10,1
A eas
o
specializa ion 87,6 4,5
Quali ica ions o s a 73,3 10,4
Ad e ising
media
The ollowing should be
pe missible:
Newspape s
Pamphle s
Law jou nals
Yellow Pages
Billboa ds
Placing
o
ad e isemen s
The ollowing should be
pe missible:
Indi idual i ms
Law
socie ies
Comme cial ad e ising
agencies
82,3
84,6
92,7
86,5
9,8
4,5
4,2
4,2
4,8
9,3
59,8 12,9
65,5 13,8
28,7 18,3
12,4 3,92 1,02
84,3 1,86 1,08
73,9 2,17 1,15
75,8 2,10 1,12
1,4 4,33 0,62
74,8 2,06 1,08
64,6 2,37 1,24
13,8 3,77 1,02
7,9 4,06 0,89
16,3 3,73
1,11
13,2 3,85 1,06
11,2 2,96 1,35
3,1
4,180,71
8,7
4,01
0,92
80,9 1,92 1,04
27
,3
3,33 1,20
20,8 3,68
1,21
53, 1 2,56 1,22
• Only s a emen s wi h a minimum
o
65% ag eemen /disag eemen
a e included
S.-A .Tydsk .Bed y sl.1990,21(1)
10
-in o ma ion p o ided by ad e ising will be
biased
and hus
o
li le alue o he public;
63
- he public will s ill use epu a ion and wo d-o .
mou h sou ces o selec an a o ney;
68
- he ad e ising
o
legal se ices
is
une hical;
8 - no ad e ising should be pe mi ed;
67 -i ad e ising
is
pe mi ed, my i m
will
ad e ise;
60 -ad e ising will enhance he epu a ion o
he
p o ession among he public;
5 -ad e ising will be was e ul and unnecessa y;
2 - exis ing in o ma ion sou ces a ailable o he
public
a e adequa e;
1 - he a o ney/clien ela ionship
is
pe sonal
and
should no be es ablished as a esul
o
ad e ising;
61
-ad e ising
will
bene i only he incompe en
a o ney.
To
use he iden i ied ac o (implica ions
o
Table 5 So ed o a ed ac o loadings8
I em
No.
34
22
33
13
37
19
30
35
27
12
25
10
63
68
8
67
60
5
2
Fac o numbe
2 3 4 5 6
Commu-
nali ies
h2
0,843
0,Q25
0,021
-0,066 -0,057 0,
125
0,7264
0,758 -0,060 -0,093 -0,067 -0,074 0,
105
0,7317
0,746 0,099 0,067 -0,107 0,068 0,145
0,5613
0,735 -0,127 0,002 -0,056 0,008 0,033
0,6637
0,710 0,185 -0,044 0,067 0,109 -0,075
0,4660
0,692 -0,067 -0,140 -0,124 -0,133 -0,034
0,7133
0,690 -0,097 -0,189 -0,116 -0,077 0,049
0,7736
0,659 -0,024 0,000 -0,025 -0,054 0,148
0,4757
0,658 -0,085 -0,035 -0,093
-0,101
-0,071
0,5685
0,638
0,Q25
0,069 0,075 0,078
0,121
0,3689
0,636 -0,066 -0,247 -0,133 -0,188 0,019
0,7405
0,620 0,004 -0,082 -0,099 -0,135 -0,006
0,4849
0,612 -0,134 0,033 0,053 0,026 -0,015
0,4190
0,611
-0,251
-0,060 -0,105 -0,075 -0,015
0,6704
0,564 -0,106 -0,116 -0,119 -0,122 -0,127
0,5471
-0,543 0,280 0,115 -0,039 -0,183 0,213
0,6426
-0,543 0,088 0,144 0,157 0,121 0,086
0,5426
0,532 -0,037 -0,232 -0,117
-0,071
-0,232
0,5964
0,518 -0,090 -0,148 -0,094 -0,016 -0,132
0,4809
0,515 -0,117 -0,075 -0,126 0,064 -0,027
0,4527
61
0,507 -0,084 -0,158 -0,020
0,021
0,017
0,4128
39
0,
109
0,791
-0,094 -0,035 -0,032 0,063
0,5330
43
-0,130 0,698 0,075 -0,008 -0,012 -0,054
0,6186
44
-0,060 0,603 0,096 0,019
-0,101
-0,059
0,4624
51
0,056 0,601 -0,103 0,067 0,050 0,029
0,3447
52
-0,104 0,563 -0,120 0,227 -0,039 -0,023
0,4547
41
0,047 -0,000 0,508 0,189 -0,122 -0,352
0,4756
50
-0,142 0,040 -0,078 0,808 0,134 0,022
0,7157
48
-0,103 0,
146
-0,078 0,773 0,
116
0,011
0,6984
55
0,011
0,
100
0,049 0,594 -0,238 0,027
0,5087
54
-0,028 -0,084 0,054 0,517 -0,212 0,066
0,3681
26
0,
106
-0,069
0,071
-0,
116
0,654 -0,039
0,4708
17
-0,080 0,017 0,054 -0,087 0,637
-0,041
0,4164
29
0,301
0,001
-0,041
-0,056
-0,031
0,438
0,3001
• Loadings g ~a e han 0,5 we e conside ed signi ican
S.A .J.Bus.Mgm .1990,21(1)
ad e ising
on
legal p o ession and consume s) in u he
s a is ical analysis, a o al sco e
o
he
21
i ems
mea n ing
his ac o was compu ed as an imp o ed
measu emen
o
he ac o i sel in c0mpa ison wi h any
single i ems sco ed. This was used as a
dependen
a iable in a mul iple eg ession analysis
epo ed
in
Table
6.
Reg ession analysis
A mul iple eg ession analysis was conduc ed o
in es iga e ela ionships be ween a se
o
ce ain
pe sonal and p ac ice- ela ed cha ac e is ics
o
esponden s
and
hei
a i ude owa ds he ad e ising
o
legal se ices, as
measu ed
by he o al sco e e e ed o
ea lie .
Fo
his
pu pose
he
compu e
p og amme
BMDPIR
(Dixon &
B own,
1985) was used
and
he
co esponding
esul s
a e
p esen ed
in Table 6.
Table
6 e eals ha :
1.
hose
a o neys
who
would make use
o
ad e ising i
gi en he
oppo uni y
o
do
so eel signi ican ly mo e
posi iw
abou
he implica ions
o
ad e ising han
hose who would no ad e ise
o
hose who a e
unce ain
abou
hei
in en ions;
2. he
a o neys
who
a e
p ac ising in la ge i ms
(measu ed
in e ms
o
numbe
o
pa ne s) eel
signi ican ly
mo e
posi i e
abou
he implica ions
o
ad e ising han hose p ac ising in smalle i ms;
3. a o neys p ac ising in u al a eas eel signi ican ly
mo e
posi i e
abou
he implica ions
o
ad e ising
han
hei
coun e pa s
p ac ising in u ban a eas; and
4. less expe ienced a o neys eel signi ican ly mo e
Table 6 Resul s
o
eg ession analysis
Independen
a iable Coe icien
P>T
Age 0,86710 0,4988
Expe ience -2,34695 0,0543c
Numbe
o
pa ne s
2,64502 0,0122b
Numbe
o
b anches -1,00112 0,6275
Pe iod
~ssocia ed wi h
cu en
i m -0.04479 0,9495
Uni e si y g adua ed-English 0,31233 0,7643
Uni e si y
g adua ed-A ikaans
0.01397 0,9890
Senio
pa ne
-0,68833 0,8087
Pa ne
-1,00973 0,7196
Junio
pa ne
-1,51216 0,6576
P o essional assis an -1,02911 0.7408
Ma ke : p i a e indi iduals 0,50904 0,8093
Ma ke : o ganiza ions -0,68118 0,8632
Ma ke : mainly p i a e indi iduals
bu also o ganiza ions -0,19997 0,8964
Ma ke : mainly o ganiza ions bu
also p i a e indi iduals 1,23207 0,4664
Loca ed in u al
a ea
1,96837 0,0817c
Loca ed in
u ban
a ea
-0,33581 0.7565
Ad e ising in en ions-yes 15,30387 0,0000"
Ad e ising in en ions-no -13,03616
O,(JOOO"
Mul iple R -
Squa e
0,4885; • p < 0,01; b p < 0,05; c p < 0,10
15
posi i e
abou
he
implica ions
o
ad e ising han
hei
mo e
expe ienced
colleagues3•
Pe sonal
and
p ac ice- ela ed cha ac e is ics such
as
age, language medium
o
uni e si y
a ended,
posi ion in
he
i m, ype
o
ma ke
se ed,
and
pe iod
o
associa ion wi h
p esen
i m ha e
no
signi ican
in luence
on
he
a i ude
o
a o neys
owa ds
he
ad e ising
o
hei
se ices.
Conclusions
A o neys
seem
o
eel ai ly posi i e
abou
he
implica ions
o
he
ad e ising
o
hei
se ices,
pa icula ly:
- hose
who
would ad e ise i gi en he
oppo uni y
o
do
so;
- he
mo e
inexpe ienced a o neys;
- hose who
a e
p ac ising in u al
a eas;
and
- hose who p ac ise in he la ge sized i ms.
The
majo i y
(60,7%)
indica ed
ha
hey would
ad e ise i he
oppo uni y
p esen ed
i sel .
The e
is
s ong
suppo ,
howe e , o he idea
ha
he igh
o
ad e ise should
be
exe cised wi hin
he
cons ain s
o
some so
o
guidelines.
Limi a ions o he s udy
This s udy did
no
add ess he ques ion
o
ins i u ional
ad e ising -ad e ising by ep esen a i e bodies such
as he law socie ies. A second limi a ion
is
ha
i did
no
in es iga e who should be esponsible o p o iding he
guidelines which he majo i y
o
he
esponden s
hough
should be used o egula e legal se ices ad e ising.
Bo h
hese limi a ions -
and
pa icula ly
he
wide
egula o y issues such as he
en o cemen
o
hese
guidelines -lea e scope o
u he
esea ch.
No es
1.
Only pe sonal
and
p ac ice- ela ed a iables yielding
a leas ou deg ees
o
eedom
and
wi h no
mo e
han 20%
o
cells wi h
an
expec ed equency
o
less
han i e, we e used o he compa ison.
2.
The
ques ionnai e did no
pu sue
he
ques ion
o
who
should p o ide he guideline,;.
3. Al hough ela ionships (3)
and
(4)
a e
signi ican only
a
he 0,10 le el,
and
a e
o en
no
epo ed,
hey
a e
ega ded
as signi ican in
he
con ex
o
he objec i es
o
his s udy.
Re e ences
A ms ong, J.S. & O e on, T.S. 1977. Es ima ing
non esponse bias
in
mail su eys.
J.
Ma ke . Res.,
ol.xi , Augus ,
396---402.
Bloom, P.N.
1977.
Ad e ising
in
he P o essions: The
c i ical issues.
J.
Ma ke ., July. ol.41(3), 103-110.
Bobbc , M.C.J.
1988.
'n Ve gelykendc s udie an die
bema king an egsdiens e
in
e skeie lande. De Rebus,
Ap il, 277-282.
B ice, H. & Philips.
B.
1986. The de egula ion
o
p o essional se ices - a ma ke ing challenge.
S.
A .
J.
Bus. Manage., ol.17, 79-86.
16
Cohen.
0.
1978. Ad e ising and he Fi s Amendmen .
J.
Ma ke .• July, 59-68.
Dixon, W.J. & B own. M.B. (Eds.). 1985.
BMDP
S a1is ical
So wa e. Be keley: Uni e si y
o
Cali o nia P ess.
F anc. J
..
Jenn ich. R.I. & Sampson. P.F. 1985. P4M -
Fac o Analysis. In: Dixon. W.J. & B own, M.B. (Eds.).
BMDP
S a is ical So wa e. Be keley: Uni e si y
o
Cali o nia P ess.
Haza d, G.C. (J .). Pea ce, R.G. & S empel, J.W. 1983.
Why lawye s should be allowed o ad e ise : A ma ke
analysis
o
legal se ices. New Yo k Uni e si y Law
Re iew, ol.58. No embe , 1084-1113.
Hi e, R.E. & Bellizzi.
J.A.
1986.
Consume s' a i udes
owa d accoun an s, lawye s and physicians wi h espec
o ad e ising p o essional se ices.
J.
Ad e . Res.,
June-July. 45-54.
S.-A .Tydsk .Bed y sl.1990,21(1
Hi e,
R.E.
& F ase , C. 1988. Me a-analyses
o
a i udes
owa d ad e ising by p o essionals.
J.
Ma ke .• ol.52,
July. 95-105.
Jenn ich, R.I. & Sampson, P.F. 1966. Ro a ion o Simple
Loadings. Psychome ika, ol. 31. 313-323.
Shimp, T. & Dye , R. 1978. How he legal p o ession
iews
legal se ice ad e ising.
J.
Ma ke ., July, 74-81.
Smi h.
R.E.
& Meye . T.S. 1978. A o ney a i udes owa d
p o essional ad e ising. P oceedings
o
he
1978
Ame ican Ma ke ing Associa ion's Educa o s'
Con e ence en i led: Resea ch F on ie s in Ma ke ing:
Dialogues and Di ec ions, 288-291.
Smi h,
R.E.
& Meye , T.S. 1980. A o ney ad e ising : A
consume pe spec i e.
J.
Ma ke ., ol.44, Sp ing, 56-64.
Whea ley, E.W. 1983. Ma ke ing P o essional Se ices.
Englewood Oi s, New Je sey: P en ice-Hall.