In an effort to capitalize on opportunities in the retirement market, Bank of America Corp. plans to spend between $15 million and $20 million on a new marketing campaign over the next four months.
The “help2retire” campaign, which launched Monday, will include print and television advertising as well as billboards nationally. The print ads will launch this week and the television ads are expected later this month. Bank of America said that the campaign encourages individuals to work with a Merrill Lynch advisor to find areas of their lives that they “wish to put an end to” when they retire.
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