Consumers respond to FPA ads
The Financial Planning Association (FPA) said it is pleased with the progress of its recently launched television, print and Internet advertising campaign, having already received requests for 1,500 associated information booklets.
“It’s an excellent response,” said an FPA spokeswoman.
“But it should be remembered that the campaign isn’t a response-driven campaign, it’s more about increasing the value of advice and encouraging people to seek financial advice. Giving people the opportunity to seek more information is one part of that,” she said.
The FPA also announced today that five more of its principal members had given money to support the campaign, which was launched almost a month ago. These were large independent dealer group Avenue Capital Management and small independents Hewison & Associates, HN Financial Partners, Portfolio Lifestyle Partners and Quadrant Securities.
The FPA declined to disclose the size of the contributions.
The spokeswoman said the FPA was about to embark on a consumer research project to track the effectiveness of the campaign.
She said the research would be used to assess whether the campaign needs to be adjusted, but said it was unlikely any changes would be made to the format of the television commercials.
“But we may look at the type of media selection, and other elements of the broader campaign,” she said.
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