Avahi is a nice, but strange animal: If it works it's convenient - but if you want to tell it what to announce and where, things get a bit "undocumented"...
I've got a CUPS printing server running on Raspbian 8 (Jessie), and there are no ".service" files in /etc/avahi/services to announce the printers, they still show up to avahi-aware clients
Seems I'm not the only one wondering about why that is so.
I want to configure how the printer's being announced, but first I seem to have to find out why CUPS and avahi seem to have a secret relationship
[SOLUTION]
Seems that recent CUPS versions support avahi as build-option. Here's a quote from related bug #188751 on FreeBSD:
That explains where the print-service-announements come from.Both cups-image and cups-client are compiled with no Avahi OPTION turned on.
A config file that seems related to what I'm looking for is: /etc/cups/cups-browsed.conf