Edward Jones had two of the top-performing television ads last month, according to a monthly study of advertising and brand effectiveness at the largest North American financial services companies.
Phoenix Marketing International, a New York research and consulting firm that focuses on advertising effectiveness, said Thursday that the Edward Jones ads were the top-ranked television commercials during June. TV advertisements from E-Trade, Fidelity Investments, and AG Edwards rounded out the top five.
TD Waterhouse had the top print ad during the month, according to Phoenix, with Fidelity, T. Rowe Price, A.G. Edwards & Sons Inc., and Franklin Templeton also in the top five.
The firm's research continuously measures the responses of about 3,500 randomly selected investors each month on advertising and brand effectiveness and performance.
The investors are asked their opinions on the top 125 financial services companies and on the print and television campaigns with the biggest media spending bills. Each advertisement is given a score reflecting its ability to generate recall, improve impression and consideration of the brand, and stimulate response.
