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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the importance of promotional messages in the marketing of insurance products
• and 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