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Alternative Market Briefing

Advertising could prove both a boon and a bane for funds

Monday, September 23, 2013

Precy Dumlao, Opalesque Asia:

As the 80-year old ban on hedge funds advertising is formally lifted on Monday (Sept. 23, 2013), financial services reputation expert Davia Temin asks whether advertising will help hedge funds, private equity and venture capitalists repair their reputations, which was tarnished during the financial crisis.

"Financial services marketing is tricky at best. And, these are sophisticated, complex investments that must be thoroughly understood before customers make an investment. Any public marketing campaign would have to be equally sophisticated, substantive, and innovative," says Ms. Temin, who ran corporate marketing for Citicorp Investment Bank before starting Temin and Company in 1997. "These funds are not consumer packaged goods, so the same type of commercial advertising or outreach will not suffice. Yet, the industry has been under a reputational cloud, and funds now have the opportunity to tell their stories as well as underscore their strategies, expertise, and returns, as the markets recover."

According to a NBC News and WSJ poll conducted earlier this month, public opinion is 42% negative for New York financial institutions, while only 14% have a favorable view, and the remainder has either "no opinion" or is "neutral" on the subject.

Temin added that the financial services industry lost a significant amount of ......................

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