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The OIC Tells "What is an Option" and "What is not an Option" in New TV Ad Campaign

Chicago—January 21, 2003

The Options Industry Council (OIC) today launched a new television advertising campaign aimed at educating investors about the use of equity options to enhance stock portfolios. The television commercials, which will be running on CNBC and Bloomberg Television throughout the year, are supported by OIC's existing print and Internet campaigns which use the headlines: "Making money in a down market is an option" and "Hiding from a big bad bear market is not an option."

The campaign, produced by Creative Alliance, Chicago, features two new television spots which were produced using a 3D animation process, unique to financial advertisers.

The first spot, which began running today on CNBC, focuses on "what is an option." It shows an investor riding alone up an escalator as other crowded escalators around are headed down to symbolize that options can enhance a portfolio even when stock prices are dropping. In another vignette, an investor steps out of an elevator heading down to illustrate how options are used to set a floor price and minimize potential loss.

The second spot, which will begin running next month, will also use symbology to highlight "what is not an option." Each spot offers investors a free copy of The Options Investigator, OIC's popular new software tutorial about equity options.

"This campaign drives home the fact that stock options are valuable investment tools, and that serious investors owe it to themselves to learn about them," said Paul Stevens, OIC President. "We believe the unique animated style of the campaign and its message will have a broad appeal to active investors and financial planners."

"The advertisements are designed to help investors understand the versatility of options and why putting off learning about how to use options and stocks together is not an option in today’s markets," said Jim Norman, Management Supervisor, Creative Alliance Chicago.

About OIC

OIC is a non-profit association funded by the American Stock Exchange, Chicago Board Options Exchange, International Securities Exchange, Pacific Exchange, Philadelphia Stock Exchange and The Options Clearing Corporation. OIC's resources include: The Options Industry Services call center at 1-888-OPTIONS, an educational Web site at, evening seminars throughout the continental United States and Canada, instructional videos and educational literature and software.

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