Back

Developing a marketing and advertising stance for an insurance company in the Nineteen Eighties

Date of publication: June 15, 1982

Catalogue: EFMA/ESOMAR Seminar 1982: How Research Can Help Financial Organisations Communicate Internally And Externally

Author: Kathy D. Meek

Abstract:

This paper describes the work which has been carried out by Norwich Union Insurance, a successful long- established insurance company, and its advertising agency, Harrison McCann, in evolving an advertising and communications strategy for the business. Extensive research, both qualitative and quantitative, has been done to develop and refine a creative solution in accord with the needs of the market and to assess the effects of the campaign over the longer-term.

  • PDF
  • This could also be of interest
An example of government use of public opinion polls to improve troop community relations Authors: James Thayer
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees