Going for broker

Cardona, Mercedes M.
September 1999
Advertising Age;9/27/1999, Vol. 70 Issue 40, p38
Trade Publication
This article reports on the increase in advertising spending of financial service marketers in the U.S. for fall 1999. Economic growth and the heightened competition from online brokerages are contributing to the trend. Companies that are preparing marketing efforts include Ameritrade, Discover Card, Fidelity Investments and American Express Co. Stephen Cone, president of Fidelity Customer Marketing & Development, said that the expansion of online brokerages and financial publications may be leading investors to play the market too hard.


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