At a time of the greatest investor uncertainty in a decade, Evergreen Funds has launched an ambitious advertising campaign touting its experience through the brutal bear market of 1973. The company hopes this strategy will help it attract the business of shaky investors-a good number of whom know nothing less than a bull market.
The day after equity markets began to slide in the third quarter, the asset management subsidiary of Charlotte, NC-based First Union Corp. hit the national press with a wave of ads. One, showing a cherubic boy on a Big Wheel, teased shaken investors: "In 1973 we were riding out a bear market. What was your fund manager riding?"