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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.”

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