In recent weeks, advertisements for exchange-traded funds have begun re-appearing in places they have not been since the last  freewheeling days of the bull market of the late 1990s: during college football games on TV, in personal finance magazines and even in New York City subway cars.

Now that institutional investors and financial advisers have fully embraced ETFs, investment advisors are now targeting individual investors, The Wall Street Journal reports.

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.