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ADVERTISING

Leveraging a Powerful Financial Services Marketing Tool

A well-conceived and well-orchestrated advertising campaign can be a powerful financial marketing tool. Unfortunately, our research and experience suggest that most financial services advertising is deficient. The most common misperception about advertising is that its purpose is to sell products or services. The fact is that advertising doesn't sell—people do. Advertising's main role is to connect with prospects, shape their perceptions of a company, product or service, and motivate them to take the next step toward becoming a client. We believe that the hallmarks of a successful advertising campaign—one that helps a company building a strong brand identity—are:

• Clearly Stated Purpose—what is the next step—e.g., sending for information, calling an 800-number or visiting the company's web site?
• Strong Graphic Interest—successful advertising design attracts attention and triggers certain emotions without overwhelming the viewer with too much clutter.
• Focused Copy—advertising copy should not only trigger certain emotions, desires and actions, it should also have a melodic flow, and be clear, simple and to the point.