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Financial Planning > Behavioral Finance

Marketing Firm Adds Ad Campaign Assessment Tool

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Phoenix Marketing International Inc. has developed a product that financial services companies can use to measure the impact of the components of a multi-channel advertising campaign.

The firm conducts monthly surveys of a number of groups of people to measure measure the relative impact of ads distributed using direct mail, online, websites, billboards, print media, radio and television, according to Phoenix, Rhinebeck, N.Y.

The menu of groups surveyed includes financial advisors, pre-retirees, and brokerage and mutual fund investors.

One financial services client that tested the system found that its ad appealed to prospects but turned off existing clients, the firm says.