Morgan Stanley Top Ranked Television Advertiser in February

Morgan Stanley Top Ranked Television Advertiser in February

Morgan Stanley television advertising resonates with consumers; TD Waterhouse has the most effective print advertising

BOSTON, April 1 /PRNewswire/ -- Beth Allan, President of the Advertising and Brand Analytics Division of Phoenix Marketing International, an international research and consulting firm that focuses on Advertising Effectiveness, today released the results of the February 2005 Investment Services Study of Advertising and Brand effectiveness of the largest Financial Services firms in North America.

(Logo: http://www.newscom.com/cgi-bin/prnh/20050214/NYM279LOGO )

The study is the only one that continuously measures advertising and brand effectiveness and performance from a customer's perspective. The study is conducted among approximately 3,500 random investors each month. Each month the survey gathers investor opinions on the top 125 Financial Services Firms and the print & television advertisements with the highest media spending. Each advertisement receives a Performance Index (AdPi(TM)) Score which reflects the advertisement's ability to generate recall, improve impression and consideration of the brand, and generate response. When comparing scores, AdPi allows measurement against each of the company's ads as well as the top competitors in the category.

Top Performing Television Ads in February among the affluent investor population:

1. Morgan Stanley Devoted advisor
2. Morgan Stanley Wedding
3. Morgan Stanley Come on Joey
4. Fidelity Maggie
5. TD Waterhouse 3 way tie: Alternative Broker (2),
and Your own objective decisions

Top Performing Print Ads in February among the affluent investor population:

1. TD Waterhouse Objective Research: Can your
broker say that?
2. TD Waterhouse Feel like a small fish in a big
pond
3. Fidelity Ray
4. American Express Financial Advisors Plan for a better future
5. Merrill Lynch Lee left with confidence

Founded in 1999, Phoenix Marketing International is one of the fastest growing marketing services firms and partner to many of the largest companies in the financial services, consumer package goods, automotive and travel and leisure industries worldwide.

The Advertising and Brand Analytics Division (formerly known as Cambridge Brand Analytics) offers a unique combination of skills, methods and consulting services, combining primary and syndicated marketing research expertise with database analytics and modeling proficiency. Applying this information assists clients in determining their Marketing Return on Investment, thus improving profit dynamics of their business.

For additional information contact Beth Allan or Scott Spry at 508-647-0151 or via email Scott.Spry@PhoenixMI.com .

Photo: http://www.newscom.com/cgi-bin/prnh/20050214/NYM279LOGO
AP Archive: http://photoarchive.ap.org/
PRN Photo Desk, photodesk@prnewswire.com
Source: Phoenix Marketing International

CONTACT: Beth Allan or Scott Spry, Scott.Spry@PhoenixMI.com , both of
Phoenix Marketing International, +1-508-647-0151

Web site: http://www.phoenixmi.com/

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