Ameritrade ads break this weekend

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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.

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