Mutual Fund Advertising Gone to the Dogs

June 1998
Journal of Financial Planning;Jun98, Vol. 11 Issue 3, p18
Academic Journal
This article focuses on the increasing popularity of television advertising of mutual funds, as of June 1998. Television advertising by mutual funds is up 47 percent since 1995, and they are advertising on expensive outlets such as the Super Bowl and the Oscars. But what is more interesting is that the advertisements are not stressing performance anymore. Now they are pushing brand loyalty. Advertisements show surfers riding big waves and dogs chasing their tails, but they are not touting their latest returns. We presume this new approach is due in part to the fact that there are an awful lot of funds chasing investor finances these days. It is hoped that investor do not start buying funds solely because they think the advertisements are cute.


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