Architects' attitudes toward advertising

This paper reports the results of a national study of architects' attitudes toward advertising their services. A mail survey was used to collect the data from a randomly selected samvle of architects. Analysis of Ule results using percentages, means; and Mul- tide Discriminant Analvsis revealed an overall consistent vattern of nigative attitudes towaid advertising by architects. ~owt:'ver, here were significant differences among respondents when sepiuated into favorablelunfavorable attitudes subgroups. Respondents with more favorable attitudes toward advertising were: (1) younger, (2) had used an advertising agency, (3) felt marketing was productive, and (4) spent larger proportions of their revenue on marketing activities.