|Ad Beat: BofA’s Gentle Lecture on IRA’s Nuts and Bolts|
|Key Words||Differentiation, strategy|
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Bank of America’s new ad campaign, aimed at the affluent customer with assets of between $100,000 and $3 million, attempts to demystify IRAs using subtle, gentle humor. The ads are meant to give customers the belief that Bank of America offers knowledgeable, trustworthy advice for consumers who are planning their retirement.
|Source||“Ad Beat: BofA’s Gentle Lecture on IRA’s Nuts and Bolts,” Banking Wire, April 10, 2008 p20.|
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