Phoenix research on economic sentiment shows that the crisis has provided an opportunity for reassessment of investment priorities, not an excuse for making rash decisions
RHINEBECK, N.Y., Oct. 5, 2009 — Phoenix Marketing International, one of the fastest-growing research companies in the U.S., announces a quarterly newsletter (URLs below) with findings from nine studies conducted among Affluent Investors, Millionaires, Active Traders, Financial Advisors, Pre-Retirees, Retail Banking Customers, Small Business Owners, Credit Card Owners, and Property/Casualty Insurance Customers.
Investors have held off from making rash financial decisions, creating an opportunity for reassessment of investment strategy vs. long-term goals. "We have seen an increase in contact with financial services professionals as investors seek assistance and guidance in sorting out the situation, and Advisors reach out to help them get back on course in meeting their financial goals," reports Sarah Thompson, Phoenix VP. This has resulted in a strengthened bond between Financial Advisors and their clients, and a migration away from risky, speculative investments to safer options and FDIC-insured accounts. "Brands that have avoided scandal, have maintained transparency, and engendered trust have benefitted from the downturn as investors turn away from tarnished companies toward those with a track record of stability and forthrightness," added Thompson.
Advertising that highlights brand reputation and trustworthiness in a credible way, while informing investors of products and services that may help them reach their goals, have had the greatest success in this difficult financial climate.
Phoenix tracks brand health, advertising trends, and ad effectiveness across several industries. For the Chief Marketing Officer and Marketing Department, Phoenix provides ongoing insight into how well advertising efforts support brand strategy. For the Chief Financial Officer, Phoenix is an option to save research dollars.
Phoenix research links brand health with advertising effectiveness by gauging the degree to which brands are under consideration, while assessing the effectiveness of Digital/Online, Print, Radio, and TV advertising. Effectiveness is based on the degree to which ads build recall, improve overall impression and consideration of the brand, and invoke a market response such as opening an account, visiting the web site, making a call for information, or increased trading.
Some of the brands evaluated by Phoenix include: Aetna, AG Edwards, AIM, American Century, American Funds, Ameriprise, AXA, Bank of America, Barclays/iShares, BB&T, Capital One, Charles Schwab, Chevy Chase, Citibank, Citizens Bank, CAN, Deutsche Bank, Edward Jones, E*Trade, Eaton Vance, Emigrant, Evergreen, Fidelity, FOLIOfn, Franklin Templeton, Genworth, Goldman Sachs, Guardian, HSBC, ING Direct, Janus, John Hancock, JPMorgan/Chase, Key Bank, Lincoln Financial, M&T Bank, MassMutual, Merrill Lynch, MetLife, MFS, Morgan Stanley/Smith Barney, Nationwide, Northwestern Mutual, NYLife, Oppenheimer, optionsXpress, Pacific Life, PIMCO, Pioneer, PNC/National City Bank, Principal, Prudential, Putnam, Raymond James, Regions Bank, Scottrade, Sovereign Bank, State Street, Sun Life, Sun Trust, TD Ameritrade, TD Bank, T.Rowe Price, The Hartford, TIAA-CREF, TradeStation, Transamerica, Travelers, UBS, Unum, US Bank, USAA, Vanguard, and Wells Fargo/Wachovia.
Phoenix Contact:
Sarah Thompson
917-512-2108
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