Practical Law Office Management 4th Edition by Donnes – Test Bank

Practical Law Office Management 4th Edition by Donnes – Test Bank

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

*a. True

1. False

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

*a. True

1. False

3. Marketing and advertising are the same thing.​

1. True

*b. False

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

1. True

*b. False

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

*a. True

1. False

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

1. True

*b. False

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

*a. True

1. False

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

*a. True

1. False

9. The goals of marketing are to ____________________.​

1. increase client loyalty​
2. ​improve the firm’s competitiveness in the marketplace
3. ​create goodwill and interest in the firm
4. ​create positive name recognition

*e. ​all of the above

10. Cross-selling refers to _______________________________.​

1. ​selling services to clients across different industries

*b. ​selling additional services to existing clients

1. ​selling services to friends and relatives
2. ​a and c
3. ​none of the above

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

1. advertising​

*b. ​rainmaking

1. ​cross-selling
2. ​cross-marketing
3. ​none of the above

12. ​A marketing plan specifies _____________.

1. ​who the target audience is
2. the goals of the plan​
3. ​a detailed strategy of the how the goals will be achieved

*d. ​all of the above

1. ​none of the above

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

*a. ​content is king

1. graphics are most important​
2. ​flash presentations are the best
3. ​the best site is the one with the most links
4. ​none of the above

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

1. ​not that important
2. ​valuable, in that they can bring you additional business
3. ​valuable, in that they can refers others to your firm
4. ​a strain, in that they take up valuable time

*e. ​b and c

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

1. ​can be misleading, but they cannot be false

*b. ​must be completely truthful

1. ​can tout a recent victory even if it might create an expectation that the same result can be achieved
2. ​all of the above
3. ​none of the above

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

1. ​can use radio or television, but not both
2. ​cannot use newspapers
3. ​can have an Internet site, but it must be shut down for at least one day per week
4. ​cannot advertise on the radio

*e. ​none of the above

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

1. ​in person whom he or she does not know
2. ​live, or over the phone, whom he or she does not know
3. ​in any way if it involves coercion, duress, or harassment

*d. ​all of the above

1. ​none of the above

18. Strong legal Internet sites _________________.​

1. ​focus on the client
2. ​allow content to become old
3. ​demonstrate the firm’s experience
4. ​do not need a search function

*e. ​a and c

19. MATCHING​

[a] 1. ​Selling additional services to existing clients.

[b] 2. ​The process of educating consumers on the legal and business activities a firm uses to deliver quality and ethical legal services.

[c] 3. ​It specifies a target audience the firm is trying to reach, lists the exact goals that the marketing program is to accomplish, and establishes a detailed strategy for how the goals will be achieved.

[d] 4. ​Bringing in new clients to a law office.

1. ​cross-selling
2. ​legal marketing
3. ​marketing plan
4. ​rainmaking

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

Correct Answer(s):

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

Correct Answer(s):

22. What are some marketing options for law offices?​

Correct Answer(s):

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

Correct Answer(s):

24. What should an effective law firm marketing plan include?​

25. What is the difference between marketing and advertising?​

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