Financial advice operation The Motley Fool Inc. launch a multimillion-dollar inaugural advertising campaign using national television, radio, outdoor and Internet media.
The aim is to increase branding awareness. Spending specifics were not disclosed, but the company said 50 percent of the budget will go to online.
Designed by The Martin Agency and The Motley Fool, the campaign positions Fool.com as a fun, simple and easy to understand source of information on investing, credit card debt, the purchase of cars and homes, and other personal finance topics.
“The ads communicate that Fool.com is a solution for people perplexed and annoyed by all the gibberish in the financial services category,” said Sheila MacKeigan, marketing chief at the Fool.
“They show the personality of the service by reflecting our irreverent and fun approach to money and investing.”
To date, the growth of the service has been primarily through word of mouth and publicity through the company’s books, a nationally syndicated radio show and newspaper column.
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