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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.

Kathy D. Meek

Author

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Manwaring, R. (1979a, June 15). Selecting, developing and promoting appropriate insurance services for the current customers and through the existing sales services of banking organisation. ANA - ESOMAR. Retrieved April 24, 2024, from


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Zeilhofer, H. J. (1989a, June 15). Changes in attitude to care of the elderly as a basis of a marketing strategy for insurance products. ANA - ESOMAR. Retrieved April 24, 2024, from


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Citation

Meek, K. D. (1982a, June 15). Developing a marketing and advertising stance for an insurance company in the Nineteen Eighties. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/why-has-branding-failed-in-the-u-k-insurance-industry-