Creating the right impression

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Advertising by firms in professional services is a subject always likely to cause lively debate. There are those against it, believing it totally inappropriate to professional services; a bit gimmicky, something that consumer brands do, not firms with reputations to preserve. In contrast, others take a more enlightened view, believing that advertising is a key component to building their brand especially against higher profile firms. In reality all firms undertake some form of advertising, quite a few however do it poorly. Space is taken on an ad-hoc basis, often using ill-defined creative work and with unrealistic expectations that if the phone doesn't start ringing immediately, the effort has been a waste of time.

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