Advertising, Homework 1.docx - Yunus Yenikalayci Dr Carner BUS 330 Print Media Print Media Assignment Massachusetts Financial Service Company\"MFS had an

Advertising, Homework 1.docx - Yunus Yenikalayci Dr Carner...

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Yunus Yenikalayci Dr. Carner BUS 330 – Print Media Print Media Assignment Massachusetts Financial Service Company "MFS" had an advertisement on the back of the monthly, May edition, Morningstar magazine. MFS serves as an investment management company. The segmentation attempts to publicize the service MFS can provide and at the same time serves as an indirect sales promotion tool for the investment management company's sales products (institutional instruments). Index investing has been more attractive to investors due to lower management fees; the goal of the promotional mix was to persuade the customer to invest their money in an active management setting while the target audience could easily utilize indexes instead, and not waste money on an advisor fee. MFS paid Morningstar to feature the value proposition "Helping Advisors Deliver Value" in the print media, which was the result of: "90-Year Track Record" + "Long-Term Strategy" +
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