Ameritrade Holding Corp., Omaha, this weekend launches a $200 million blitz for its discount online brokerage. The campaign from OgilvyOne
, Chicago, is tagged "Believe in yourself.'' Advertising is aimed at new investors who want to take control of their money, said J. Peter Ricketts, senior VP-marketing and sales. TV spots break Saturday on football games and will air on network and cable channels; print will appear in newspapers and magazines. Ameritrade's ad budget for fiscal 2000, starting Oct. 1, will mark a big increase from the $50 million to $60 million spent in '99.
Copyright September 1999, Crain Communications Inc.