Advertising 2010

The Benefits of Advertising

Clearly, the most desired benefit of advertising is to earn name recognition and recall. However, top-of-mind name recognition remains extremely elusive and difficult to obtain for most law firms ' even for those that do avertise. In talking to a number of law firm marketing professionals, most agree that their firm's Web sites have squarely assumed the position of their primary contact to the outside world. As a result, the Web site has now become their most important tool for expressing their brand and conveying their messaging to the visitors to their site. However, if you use online ads to drive more visitors to your site (which will be discussed later) and use traditional advertising venues to boost your firm's name awareness, you should build greater familiarity than your competitors. In this downturn when many firms have pulled back, this provides you with a terrific opportunity to win the better half of the positioning battle. Most studies conducted on this issue have reached the conclusion that familiarity will ultimately lead to favorability. The greater the awareness and understanding of your firm, the greater opportunity you will have for recognition and recall. Which is why one of the main goals of today's advertising efforts has changed from simple name recognition to a direct call to action that will drive traffic to your firm's Web site.