Although Putnam Investment's broad-based advertising campaign has been running for several months now, the fund firm will shift the focus of the campaign to advisors, said Gordon Forrester, director of marketing for the Boston fund firm.

Getting the Message Out
Putnam's Print Ads	Link
Team-managed approach	[View]
Fiduciary responsibility	[View]
Global investing (International)	[View]
Built for balance	[View]
Long-term performance	[View]
Service	[View]
Source: Putnam website

Putnam launched the television and print ad campaign in March. Although the firm is not currently running TV spots, Putnam will continue to run print ads until the end of this year, said Forrester.

The fund firm's print ads focus on conveying several points, including service and long-term performance.

The advisor-focused print ads will primarily run in "nationally recognized" trade publications and some consumer publications, said Forrester.

What's in store for the future?

Although the company is no longer running television ads for the current campaign, Forrester would not rule out additional tv ads from now until 2005. Putnam has not advertised online to date and is not advertising online for the current campaign, said Forrester.

Putnam is currently evaluating its plan for 2005, said spokeswoman Laura McNamara. 

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