Words most associated with Janus Capital Group during the last three years are generally unflattering and are usually along the lines of "downtrodden," "hurting" or "struggling." It's also hard to forget the massive losses suffered by thousands of investors as the burst of the tech bubble devastated a number of the firm's funds.

However, Denver-based Janus is trying to change that image as it reenters the world of television advertising with a campaign set to air on cable stations during the fourth quarter of this year. The firm has not run ads on the tube in almost a year. The new initiative comes at a time when similar firms are slightly increasing spending on advertising, but overall, spending by this category is well below last year's levels, according to New York-based Competitrack, an advertising tracking company for the financial services industry.

Subscribe Now

Access to premium content including in-depth coverage of mutual funds, hedge funds, 401(K)s, 529 plans, and more.

3-Week Free Trial

Insight and analysis into the management, marketing, operations and technology of the asset management industry.