TITLE

Lincoln Financial aims ad effort at superrich in U.S

AUTHOR(S)
Snyder, Beth
PUB. DATE
March 1999
SOURCE
Advertising Age;3/15/1999, Vol. 70 Issue 11, p26
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article provides information on the television and print advertising campaign launched by Lincoln Financial Group in 1999. The television spots target the 2% of the superfluent households in the U.S., those with liquid assets of $1 million to $3 million. The campaign seeks to reach the sometimes elusive ultrarich using meticulous research and unusual media buys. The additional ongoing effort has a broader goal. Lincoln is looking to expand its insurance-company heritage; its other services include annuities, mutual funds, estate planning and investment management.
ACCESSION #
1662834

 

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