Is Advertising Effective for Marketing Professional Services?

A ServicesRevenue Business Case Jon isn’t sure what to say when the vice president of marketing, Mark Spencer, offers to earmark a slice of the advertising budget to Jon’s division. As head of the professional services, Jon Koryanski, hasn’t had much experience with advertising. As a matter of fact, he cannot immediately recall the last time he’d seen one of his competitors advertise. Koryanski’s initial reaction is to accept the offer. After all, he needs all the help he can get to revive the business. “What do you have in mind, Mark?” asks Koryanski who was finishing a late lunch alone in the large and mostly empty cafeteria.