Pioneer of Mutual Fund Advertising
In the 1950s, the Dreyfus lion became the symbol of The Dreyfus Fund Incorporated, The Dreyfus Corporation and the Dreyfus family of funds.
In 1957, Dreyfus became the first mutual fund company to launch a retail advertising campaign. Breaking from traditional "tombstone" mutual fund advertising, the lion made his debut on television emerging from a subway station and walking down Wall Street.
Read more about this topic: Dreyfus Corporation
Famous quotes containing the words pioneer of, pioneer, mutual, fund and/or advertising:
“New pioneer of days and ways, be gone.
Hunt out your own or make your own alone.
Go down the street.”
—Gwendolyn Brooks (b. 1917)
“Where the citizen uses a mere sliver or board, the pioneer uses the whole trunk of a tree.”
—Henry David Thoreau (1817–1862)
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—Anthony Trollope (1815–1882)
“I am advised that there is an unexpended balance of about $45,000 of the fund appropriated for the relief of the sufferers by flood upon the Mississippi River and its tributaries, and I recommend that authority be given to use this fund to meet the most urgent necessities of the poorer people in Oklahoma.”
—Benjamin Harrison (1833–1901)
“Remove advertising, disable a person or firm from preconising [proclaiming] its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.”
—J. Enoch Powell (b. 1912)