E-Trade Financial may boast some of the most popular advertisements on television, but the company still can't make a profit. Hobbled by bad loans that blew up in the financial crisis, it's stuck at fourth place in the highly competitive online brokerage industry.
E-Trade executives are thus trying a new strategy: While not entirely abandoning their talking-baby campaign, they're spending more than half of an increased ad budget on messages without the stock-trading infant.
The talking-baby
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