Reprinted with permission from the ABA Journal, The Lawyer's Magazine, July, 1985.
When Jacoby & Meyers began advertising on television, its competition was not with other law firms, but with Pepsi-Cola, Ford and other companies, said Peter Almo Levin, chairperson of the Marketing Legal Services Committee of the ABA Economics of Law Practice Section (and a partner in Jacoby & Meyers' Philadelphia branch). "We were up against major national advertisers, and our ads had to be as good as theirs."
Lawyers must decide on a target audience. For example, Levin said, a criminal lawyer should not advertise on a classical music station.