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Shops Will Wait and See, But New Points of Differentiation Possible
BOSTON–The agency world is receiving the Securities and Exchange Commission’s new advertising rules for mutual funds with a mixture of enthusiasm and caution.
The regulations allow mutual fund companies to include a customer satisfaction rating in their marketing messages. Previously, the SEC allowed only financial performance ratings to be touted in ads.
“Fund marketers are going to love it,” predicted Bill Heater, president of Boston-based Heater Advertising, which has worked for Scudder Kemper Investments and Fleet Bank.
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