Theory of Marketing: The Practice of Law
ByEdward W Wheatley
Pages 12

It is more than coincidental that the initial attention to the application of marketing in the professions originated in the practice of law. The now famous Bates Decision is credited with opening the doors for attorney advertising. The legal profession's most visible entry was and continues to be evidenced by the use of print and broadcast media by so-called law stores and legal clinics. These operations feature convenient location, standardized and routinized legal services, high dependence on paralegals, high volume, and low standard fees for routine transactions. It is almost axiomatic that this type of practice is well suited to the utilization of mass media advertising to generate inquiries and traffic. Attorneys whose individual or group practice specialize in wrongful injury and death cases are also beginning to use advertising as a regular part of their marketing mix. Television seems to be the major medium for these advertisers. The creative communication content of the message is usually based on the question, "Have you incurred a loss as the result of an accident?" The ads then point out that the victim may be entitled to recovery and compensation. Viewers are asked to contact the law ftrm for a consultation. Since the latter 1970s, the literature of marketing has given considerable attention to the application of marketing to these types of legal operations.1