Lincoln Financial aims ad effort at superrich in U.S

Snyder, Beth
March 1999
Advertising Age;3/15/1999, Vol. 70 Issue 11, p26
Trade Publication
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.


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