Reps will help pay for local media buys. Edward Jones is launching an advertising campaign, and as it has done in the past, is having brokers help cover the cost.
Television commercials will begin running early next year in 146 of the 210 TV markets in the United States, the firm says.
The company would not reveal the cost of the campaign. But Mark Eckert, head of Jones' advertising, says the ads will revisit a "Dreams" concept used in earlier ads, with some crossover to radio in selected markets.
Jones instituted a flat-dollar, per-office fee for advertising in 1996. In 1997, the firm changed the fee to 1% of net sales, capped at $250.
"We plan to continue the percent of sales fee for the foreseeable future," Eckert says.
Eckert says the money contributed by brokers is being used to purchase advertising time on local stations, with Jones paying for production and distribution of the commercials.
