Advertising in the Professions: A Literature Review and Future Prospects

Although advertising by professionals may not become the next major marketing phenomenon, it has increased steadily over the past several years and is becoming increasingly common. In the climate of competitiveness that professionals will inhabit in the 1980s, there will be many opportunities for communications and marketing professionals and for advertising agencies to serve the professions. This paper reviews the literature and takes the position that professional communication and advertising skills can play a major and creative role in giving the public a clearer understanding of the individual professions. At the same time they can help individual firms profit and grow.