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BoA Plays to Merrill Strength in Ads Aimed at Near-Retirees


By Matt Ackermann, American Banker

02/22/2010

Bank of America plans to spend $15 million to $20 million on a new advertising campaign targeting retirees. The four-month "help2retire" campaign, which launched this month, will include national print and television advertising as well as billboards and online ads.

BoA said the campaign encourages individuals to work with a Merrill Lynch adviser to find areas of their lives that they would like help in "retiring," such as confusion around Roth individual retirement account conversions.

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