Do Mutual Fund Commercials Influence Your Decision To Buy Oppenheimer ?

Posted on July 22, 2007
Filed Under Stock Market |

Its called psychographics. Others call it selling out. Either way, we’re going to be seeing a lot more commercials like Fidelity’s spot featuring Paul McCartney. So is Fidelity trying to get another famous person to pitch their funds? Or, are they trying to remind baby boomers that they can reinvent themselves once again: this time into well funded retirees.

Several larger retirement planning firms such as American Funds or Oppenheimer Fund have not jumped on the superstar sales pitch band wagon yet. The truth is, there is no direct confirmation that baby boomers or any demographic responds positively to pitches by celebrities. Nike and Michael Jordan, U2 and iPod are 2 recent examples of big names lending their names behind well known products. However, there has been no clear increase in sales as a result of this merger of names. So while both enjoy the publicity the endorsements provide, neither really turns out to be the big winner.

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