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Chapter 5

Advertising, publicity, obtaining

professional work and fees

Outcome

By the end of this session you should be able to:

 recognise situations in which specified advertisements are acceptable

 discuss the restrictions on practice descriptions, the use of the ACCA logo and
the names of practising firms

 discuss the extent to which reference to fees may be made in promotional
material

 outline the determinants of fee-setting and justify the bases on which fees and
commissions may and may not be charged for services

 discuss the ethical and other professional problems, for example, lowballing,
involved in establishing and negotiating fees for a specified assignment

and answer questions relating to these areas.

The underpinning detail for this chapter in your Integrated Workbook can
be found in Chapter 5 of your Study Text

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