chapter
A Two-Stage Model for the Evaluation of the Effectiveness of Legal Services Advertising
Pages 14

Numerous recent articles have examined the implications of the advertising of legal services. Among the approaches that have been taken in these studies are those oriented toward perceptions of lawyers who advertise (Hite and Kiser, 1985), lawyer's attitudes toward legal advertising (Durden and Woehlke, 1978) and the attitudes of various constituencies regarding lawyer advertising (Dyer and Shimp, 1980; Gaedeke and Tootelian, 1987; Moncrief and Bush, 1988). These represent some of the more macro-oriented issues in the advertising of legal services.