in old stuff

Fidelity Investments: Used Car For Sale, Everying Perfect, Ignore Blurred Image

Used CarIn the November 3rd issue of The Economist, I came across an ad for Fidelity Investments that caught my attention. They had a matrix of information showing investment returns for some of their international funds. The Fidelity International Small Cap Opportunities Fund, posted 31% under 1 year, “N/A” under 5 year, and 31% under the 10 year column. “Not Available”…are you kidding? Why run an ad (and an expensive one I’m sure) in a format that forces you to either publish something embarrassing or omit something in a ridiculous way. It’s like if they sent out a Q&A press release with some of the answers marked as “no comment” The whole point of an advertisement is that you control the medium, the content, the format, and everything else, all of which exists for the sole purpose of delivering a flawless message. At least superficially flawless. The fund in question has the highest 10 year return of all three. Why not just make that 10 year 31% return an anecdotal aspect of the ad, and leave it out of the matrix? On top of all that, the ad has a whopping 6 footnotes! Nice work. Below: the ad in all of its glory.

Fidelity Ad