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Re: Thursday, April 18, 2002
I can't speak for Leaf & Co., but TIAA-CREF is in a bit of a unique position, in that the only clients they will accept and therefore need to appeal to are educators and educational institutions. They are, as far as I know, the only game in town and if you're someone who is able to use their services (as I am) then you most likely already know about them. So the mentions on NPR may not be geared toward attracting new clients from the public at large, but rather to convince eligible investors in their NPR-leaning demographic to choose TIAA-CREF rather than a more general investment firm. Or to convince the employers of those investors to choose T-C on behalf of their employees by making the company seem involved and important. It may be more about simple visibility and client confidence than 'pure' advertising. There are responses to this message:
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