And you get credibility from having reporters tell your message. Having a mix of business definitely helps, said Jane Ingalls, a spokeswoman for Janus Funds. As difficult as this market may be, most people are not going to touch their retirement funds or stop contributing to them. Jelilian, the Competitrack vice president, said these types of advertising changes are almost predictable in the financial services industry. It follows a pretty strong correlation between market performance and advertising, he said.
Funds really promote themselves during good times.
During the bad times, the major fund complexes may cut their budgets somewhat but still have a presence. The smaller or mid-tier funds may dispense with advertising all together. The Daily Record. All Rights Reserved.