This study investigated whether there are any differ- ences among four professional groups-physicians, dentists, attor- neys, and accountants--regarding professional advertising; their dif- ferential use of various advedsing media; and investigation of some segmentation variables. Based on a sample of Wisconsin profession- als this study found several interesting results: (1) accountants are the most favorably disposed to advertising among the four profes- sional groups, (2) younger practitioners and those in practice a few years have more favorable attitudes toward professional advertising than others, and (3) printed media is preferred to other media. Sev- eral managerial recommendations were made for professionals who want to communicate their practices through advertising.