TITLE

Brokerages plug in online units

AUTHOR(S)
Cardona, Mercedes
PUB. DATE
September 1999
SOURCE
Advertising Age;9/27/1999, Vol. 70 Issue 40, ps22
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the effort of online brokerages in the U.S. to target do-it-yourself financial services consumer, as of September 1999. Discover Brokerage is doubling its advertising in all channels from 1998 to $100 million this year, Ameritrade is spending at the rate of $200 million, DLJ Direct at $65 million and E*Trade at more than $150 million. An analysis by Bankboston Robertson Stephens puts advertising spending by online brokerages at $525 million this year, up 91 percent from 1998.
ACCESSION #
2308085

 

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