This research examines the duration effect and interaction effect of advertising and performance in the mutual fund industry. And we examine these effects by using the method of ordinary least squares to know how advertising and performance influence the fund investors¡¦ investment strategies. Our empirical study of the mutual fund industry shows that there is a duration effect between advertising and fund inflows, and this effect lags two periods. We also find that the interaction effect of advertising and performance is significant, with no significant effect for advertising. This result refers that there is a complement relationship between advertising and performance. Furthermore, it indicates that advertising likes a catalyst to convey the information about fund performance in attracting investors, and the performance is a major factor to construct advertising reliability.