1. Sarah Aitken BUSM 600 Strategic Marketing Management 9/26/2009

2. Industry Leader On-line investing and trading pioneer. Specialize in on-line discount stock brokerage service for self-directed investors. Investors can buy or sell stock, bonds, mutual funds, options, and exchange-traded funds via electronic trading platforms. Innovating for over 25 years E*trade Mobile Pro E*Trade also offers savings and checking accounts, credit cards, money market accounts, and certificates of deposits. Over 4.5 million accounts world wide Over 100 billion in customer assets

3. Ads Prior to Recession https://us.etrade.com/e/t/jumppage/viewjumppag e?PageName=etrade_super_tv_ads http://www.youtube.com/watch?v=ZvHjMVc_stA&f eature=channel http://www.youtube.com/watch?v=gdfvWAp5GUw &feature=channel http://www.youtube.com/watch?v=6vW9gUmooFg

4. Ads during Recession http://www.youtube.com/watch?v=pRPRVTQl6S c http://www.youtube.com/watch?v=Yhfl4mFH1N o http://www.youtube.com/watch?v=U8Ev5HgGA Cg&feature=channel

5. Commercial Qualities Maximum run time at approximately 30 seconds for tv ads. Generate sustained appeal with catchy jingle at the end of every commercial. Entertaining, keeps viewers captivated with what is going to be addressed in the next advertisement. Humorous and extremely up beat in nature. Very simplistic with a infant speaking into what is assumed to be a webcam with an amateurish video quality. Ads solicits the E*Trade on-line functions and mobile pro simplicity as “being so easy a baby can do it”. E*Trade baby has become a pop culture history icon with out take videos featured on youtube.com Being a commonly viewed ad on youtube safeguards some uncertainties that come with the introduction of dvr’s.

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