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IFAs are getting more positive media coverage

Positive coverage of IFAs is on the increase, with more of the public than ever before now exposed to favourable stories according to research by media agency Impacon for IFA Promotion.

The research on the volume and effect of media coverage for 2002 shows each adult in the UK has had 16 “opportunities to see” coverage of IFA related articles and programmes generated through IFA Promotion or Lansons PR.

This figure was calculated by looking at the audience/readership figure of the 2,363 sources where IFAP coverage appeared. The agency rated 92 per cent of this coverage as positive.

The top themes in IFAP-originated coverage were the need for financial planning and the importance of getting independent financial advice, how easy it is to get an IFA and tax issues. IFAP placed 250 national and 41 regional press ads in the UK in 2002. It has launched a new look for its advertising and promotional material for 2003, with a modern art theme.

Chief executive David Elms says: “The report is extremely encouraging, highlighting how much we have managed to raise the profile and voice of our member IFAs. In these difficult economic times, IFAs are having to look harder for new business, however consumers need advice more than ever before and we are continuing to deliver this message effectively.”

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