Communicating With the Affluent Investor

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The Impact of Advertising on Investors

Top financial services firms are reaching investors through advertising using a variety of ad types, with a heavy concentration on television spots. However, the extent to which this advertising prompts investors to take any further action varies.

Gen Y investors are the most prone to taking actions based on ad recall. These younger investors are more likely to conduct additional research, visit a firm’s website, and call the firm directly as a result of seeing an ad.

Actions Taken as a Result of Ads

Not surprisingly, few investors report investing money with a firm after seeing an advertisement, suggesting that building brand engagement occurs with a mix of push and pull strategies, including email, website visits, speaking to company representatives, reviewing educational materials and financial advisor recommendations. Older generations in particular require more direct outreach in order to positively influence their purchasing behavior.

» For more information on how financial services firms are using their resources to keep pace with consumer demands – check out




This entry was posted in Brand and Messaging, Financial Services and tagged , , by Linda York. Bookmark the permalink.
Linda York

About Linda York

Linda York is a senior vice president in the Syndicated division where she leads the Wealth Management Syndicated Research & Consulting practice. She has over 20 years of experience in financial services spanning responsibilities in finance, marketing and business strategy. Before joining Market Strategies, Linda was the practice director of Syndicated Research at Cogent Research, where she managed the product development and execution process for syndicated research projects and consulted with dozens of clients in the retail and institutional wealth management space. She earned an MBA in marketing from the University of Connecticut and a bachelor’s degree in mathematics from Mount Holyoke College. Linda is an avid equestrian and a two-time finisher of the Boston Marathon.

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