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AITC plans new TV drive despite dismal research

The AITC&#39s decision to back the second stage of the “its” campaign with television advertising has prompted mixed reactions across the industry.

The next stage of the drive will kick off in January and will include national newspaper and IFA campaigns, as well as targeted regional TV advertising.

The last TV campaign, at the end of last year, was slammed by some critics as a waste of money. This was backed up by independent research by Friends Ivory & Sime, which revealed 84 per cent of viewers had no recollection of the ads.

But AITC PR manager Annabel Brodie-Smith remains confident television advertising is the strongest buil-der of brand awareness.

The AITC&#39s decision comes as it prepares to confirm it is ditching plans for an online supermarket. Instead, it plans to brand online portfolio management platform Transact.

It is believed the Transact proposals were finalised at an AITC executive committee meeting last Tuesday but will not be confirmed until members have been consulted.

Hargreaves Lansdown director of equity investment Alan Durrant says: “If I was a director of one of the smaller trusts that had put money into the “its” campaign, I would be wondering just how many people would see the TV ad, decide they knew what an investment trust was and buy my XYZ smaller companies fund.”

Simpsons partner Andrew Merricks says: “I like the efforts that the AITC is going to to promote investment trusts. TV advertising really gets into people.”


BFS Investments – Split Capital Investment Trust

Friday, 13th October 2000.Aim: Growth by investing in the UK.Investment split: 65 per cent UK stocks and shares, 20 per cent reversible bonds, 15 per cent split capital shares.Yield: 9.4 per cent gross.Minimum investment: £2,000 lump sum, £1,000 lump sum for Isas.Types of share: Zero dividend preference, ordinary.Isa link: Yes.Pep transfers: Yes.Charges: Annual 0.8-1.1 per […]

Flight calls for axing of stamp duty on shares

Conservative Treasury spokesman Howard Flight is renewing his call on the Government to abolish stamp duty on share dealing.Flight claims the tax is deeply unpopular with the Opposition and leading City figures, who believe companies could be forced to list on foreign stockmarkets to avoid the charge.But Flight concedes it is unlikely the Government will […]

Aberdeen American trust takes in £300m

Aberdeen Asset Management says it has attracted more than £300m in new investment to its American monthly income split-capital investment trust.The expected breakdown of the Jersey-based trust is 45 per cent ordinary shares, 42.5 per cent bank debt, 7.5 per cent zero shares and 5 per cent annuity income shares.The trust will invest in a […]

Fidelity Investments – Healthcare Fund

Friday, 13th October 2000.Type: Sicav.Aim: Growth by investing in pharmaceuticals, biotechnology, healthcare services and medical equipment.Minimum investment: £1,000 lump sum, £50 a month.Investment split: North America 65 per cent, Europe 15.5 per cent, UK 12.3 per cent, Japan 7 per cent, Pacific 0.2 per cent.Place of registration: Luxemburg. Yield: Nil.Charges: Initial 5.25 per cent, 1.25 […]

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The politics of healthcare

Healthcare is already one of the key battlefields in May’s general election, with each of the main parties committing to deliver improvements to the NHS and public health.


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