Deck 8: Legal Marketing

Question 1

Cross-selling refers to _______________________________. ​

A)selling services to clients across different industries
B)selling additional services to existing clients
C)selling services to friends and relatives
D)a and c
E)none of the above

Answer 1

B

Question 2

The goals of marketing are to ____________________. ​

A)increase client loyalty ​
B)improve the firm's competitiveness in the marketplace
C)create goodwill and interest in the firm
D)create positive name recognition
E)all of the above

Answer 2

E

Question 3

The landmark Supreme Court case that allowed legal advertising was Bates v. State Bar of Arizona. ​

Answer 3

True

Question 4

Many law offices, even small ones, hire marketing consultants, advertising agencies, and others to assist them with their legal marketing efforts. ​

Question 5

When it comes to marketing and advertising, an attorney may NOT solicit a prospective client ___________. ​

A)in person whom he or she does not know
B)live, or over the phone, whom he or she does not know
C)in any way if it involves coercion, duress, or harassment
D)all of the above
E)none of the above

Question 6

A marketing plan specifies _____________.

A)who the target audience is
B)the goals of the plan ​
C)a detailed strategy of the how the goals will be achieved
D)all of the above
E)none of the above

Question 7

When it comes to marketing, existing clients are _________________. ​

A)not that important
B)valuable, in that they can bring you additional business
C)valuable, in that they can refers others to your firm
D)a strain, in that they take up valuable time
E)b and c

Question 8

When it comes to law firm Web sites, ________________. ​

A)content is king
B)graphics are most important ​
C)flash presentations are the best
D)the best site is the one with the most links
E)none of the above

Question 9

Attorneys are free to use any form of advertising, as long as it is not misleading or false. ​

Question 10

Strong legal Internet sites _________________. ​

A)focus on the client
B)allow content to become old
C)demonstrate the firm's experience
D)do not need a search function
E)a and c

Question 11

Tracking how new clients came to the firm is not important, as long as they keep their business with the firm. ​

Question 12

An attorney may directly solicit a prospective client if the attorney has a family, close personal, or prior professional relationship with the prospective client. ​

Question 13

When it comes to marketing and advertising, law firms _____________. ​

A)can use radio or television, but not both
B)cannot use newspapers
C)can have an Internet site, but it must be shut down for at least one day per week
D)cannot advertise on the radio
E)none of the above

Question 14

The quality of the services a law firm provides has no effect on the firm's marketing efforts. ​

Question 15

Conducting research is an important part of any marketing plan. ​

Question 16

Marketing and advertising are the same thing. ​

Question 18

When it comes to marketing and advertising, law firm ads _____________. ​

A)can be misleading, but they cannot be false
B)must be completely truthful
C)can tout a recent victory even if it might create an expectation that the same result can be achieved
D)all of the above
E)none of the above

Question 19

The ability to bring in new clients to a law office is called ______________________. ​

A)advertising ​
B)rainmaking
C)cross-selling
D)cross-marketing
E)none of the above

Question 21

What are some marketing options for law offices? ​

Question 22

Why can't attorneys publicize the fact that they may have won particular types of cases in the past? ​

Question 24

Any ad or marketing piece an attorney or a law firm publishes must have two things somewhere in the ad-what are they? ​

Question 25

What should an effective law firm marketing plan include? ​

Question 26

Why is the case of Bates v. State of Arizona important? ​

Question 27

What is the difference between marketing and advertising? ​

Question 28

Name four ways a law office can market its services. ​