More NewsAmeritrade Launches $200 Million Campaign

Ameritrade Launches $200 Million Campaign

Urging individual investors to "Believe in Yourself," online brokerageoperator Ameritrade Holding Corp. launched a $200 million national marketingcampaign designed to attract new accounts and build the brand.

Urging individual investors to “Believe in Yourself,” online brokerage operator Ameritrade Holding Corp. launched a $200 million national marketing campaign designed to attract new accounts and build the brand.

The integrated campaign, managed by OgilvyOne-Chicago, continues the “Tales of Ameritrade” television spots that debuted last February and will appear on network and cable television, in newspapers and magazines, interactive media, direct mail and outdoor advertising.

Two television spots debut this weekend on college and professional football broadcasts. A total of six commercials will be included in the campaign and will roll out continuously through the fall and winter.

The aim is to generate a million or so new accounts, which would triple the current client base for the sixth-largest Internet brokerage.

The campaign differentiates Ameritrade from its competitors by explaining its simplified online investing for average investors, the company said. The target audience is more psychographic than demographic cutting across all ages, races, professions and income levels.

“Using our value proposition as a key point of differentiation, this campaign uses humor and information to ensure that the new wave of investors interested in opening an online account turn to Ameritrade,” said J. Peter Ricketts, senior vice president of marketing and sales at Ameritrade.

Ameritrade Holding operates Ameritrade.com, Accutrade Inc., a discount brokerage firm delivering personal service and support to its clients;

AmeriVest Inc., a provider of third-party discount brokerage services and other financial services to commercial banks, credit unions and thrift institutions; and Advanced Clearing Inc., a securities clearing firm.

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3w Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

8m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

8m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

9m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

9m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

8m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

9m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts