The sub-average popularity scores aren't unusual for the financial services category, one that doesn't lend itself to advertising that's especially entertaining or humorous. The fact that consumers give PaineWebber's image commercials higher scores for effectiveness may indicate that their message is getting through to its target - affluent investors.
Commercials feature investors who fret silently about their expenses and retirement.
That's the gold standard for investment advice. PaineWebber's is a presumptive leadership stance that is right on the money, no pun intended. It's also done in a relevant, '90s way, depicting people with active lifestyles. Marten Hoekstra, director of marketing for PaineWebber, says he has been surprised and encouraged by early results.