lucky lenny

E*Trade: The Changing Face of Internet Advertising

Judy, all good points. I think E-trade is so overspending on advertising it borders on the obscene. Per Etrade’s latest release, they spent a staggering $175.3 mill on advertising & marketing in 2008. That’s even higher than the $138.7 mill they spent the year before. Granted, E-trade is experiencing record growth. However, E-trade is also recognized as having one of the best trading platforms; which doesn’t ever seem to go down when others - such as TD Ameritrade & Schwab - are having problems. In summary, I think E-trade can seriously ratchet down spending. Their product & word of mouth will more than bring customers to them.