Effectiveness of Symbols and Ideas in Advertising Insurance Products


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : INS024 For delivery in electronic format: Rs. 100;
For delivery through courier (within India): Rs. 100 + Rs. 25 for Shipping & Handling Charges

Themes

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Case Length : 03 Pages
Period : 2003
Pub Date : 2003
Teaching Note : Available
Organization : Varied
Industry : Insurance
Countries : India

Abstract:

The case discusses the need for an effective advertising strategy for insurers. It examines the use of ideas and symbols and their effectiveness in communicating the right message to customers.

The case also studies the reasons for the failure of certain advertisements. In addition, the case discusses the different types of appeals that are used by promotional messages and the receivers' perception of these messages.

Issues:

» Understand the importance of promotional messages in the marketing of insurance products

» Understand the role of advertising in promoting an insurance product. Analyze the effectiveness of advertising and its impact on the target audience

Keywords:

Need, effective, advertising strategy, insurers, ideas, symbols, effectiveness, communicating, right message, customers, reasons, failure, advertisements, appeals, promotional messages, receivers' perception

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