Content area
Full Text
Headnote
Stars and (changing) stripes
Headnote
Discount brokerage integrating its TV and newspaper campaigns
FOR THE FIRST TIME, DISCOUNT BROKERAGE CHARLES Schwab is using its TV ad celebrities, including royal Sarah Ferguson and footballer Cris Carter, in a newspaper ad campaign.
Welcome to ad integration, a trend that is likely to prove irresistible as long as caution over the economic slowdown forces advertisers to seek a bigger bang for their buck.
"One of my objectives since I arrived is to get a more integrated brand effort," said Jack...