Popular CPA image campaign kicks off with focus on national radio ads: majority of states to run print and radio ads locally.

If you listened to Major League Baseball's World Series or any number of other sports events, news or business/financial programs on network radio recently, you might have heard one of the advertisements launched as part of the AICPA's national fall image enhancement campaign. Significantly extending its emphasis on network radio, a new strategy started last year, the AICPA ran spots in Oct. and Nov. on ABC and CBS (Westwood One) radio network programs, with more planned to run on cbs during the Super Bowl next month. Radio ads then will start up again the week of Mar. 18.

In the spring campaign, the AICPA will supplement the radio spots with advertisements in select national print publications. Four new print ads currently are being finalized.

Another innovation of last year's national image campaign was a cooperative advertising program with the state CPA societies. Its success and popularity have led to a second year. Participating states receive matching funds and incentives from the Institute to expand their planned local placements of the national ads. More than 30 states took advantage of the program last year, and a majority of states are running the national ads (print and radio) in their local media outlets this time around. The AICPA has set aside up to $1 million in matching funds.

"We are continuing to offer the cooperative ad program to encourage greater participation among state societies and to assist them in placing the national ads on a local level," said Geoffrey L. Pickard, vice president of communications and public relations. "Together, we can more effectively achieve sufficient exposure of our messages to our key target audiences."

Look for an upcoming issue of The CPA Letter that will provide more information on the spring campaign and a detailed print ad schedule.

Louise De Sina, [e-mail]