Attention Discount Investors: OgilvyOne Launches Ameritrade

CHICAGO-OgilvyOne is applying tactics popular with deep-discount retailers to take AmeriTrade Holding Corp. into the deep-discount securities brokerage arena.
The Omaha, Neb.-based company last week launched its Ameritrade brokerage service with a multimedia campaign focused on a price point that Kmart would appreciate: $8.
Television, print, radio and Internet advertising positions Ameritrade as providing the lowest flat fees for stock transactions: $8 for online trades, $12 for touch-tone phone trades and $18 with broker assistance. Print ads highlight the low online fee with headlines such as “Get into Club Med for $8” and “Buy a major Hollywood studio for $8.”