Communication Strategies and the Accountancy Profession: An Empirical Study

Abstract

Since 1 October 1984 accountancy partnerships have been allowed to advertise by the Institute of Chartered Accountants and many partnerships have undertaken advertising campaigns, with the ultimate objective of increasing their business. However, is advertising the most appropriate communications medium to achieve this objective? The author conducted a survey of industrial organisations in northern England, to determine their satisfaction with the services provided by their accountants, and the factors influencing their choice of accountant. The conclusion reached is that advertising has a role to play in the communications mix, but by itself will not increase the partnership's business.