TITLE

Mydiscountbroker's $40 mil challenges much-larger rivals

AUTHOR(S)
Cardona, Mercedes
PUB. DATE
August 1999
SOURCE
Advertising Age;8/23/1999, Vol. 70 Issue 35, p17
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the release of the first major advertising campaign of online stock broker Mydiscountbroker.com. The 40 million U.S. dollar campaign, via Marcus & Associates, breaks on CNBC and be supported by online advertising. Print will bow in September 1999 in publications Barron's and USA Today. Marketecture handles media buying for the company. Mydiscountbroker.com was established as the Web site of Sovereign Securities, a traditional discount broker founded in 1996. By April 1999, online trades were generating so much of the business that it took the site's name.
ACCESSION #
2193607

 

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