car insurance (US only)
Car Insurance (The US only)
Once a person births the idea of owning a vehicle, they should have the insurance policy and provider in mind as it is mandatory for all vehicles to have an insurance cover all over the world. The choice of the insurance provider depends on the amount charged as premiums per period maybe per year or on agreed terms (Falkner 120). Other factors that influence the choice of the car insurance picked depends on how aggressive the sales team of the particular insurance company are to target new and already existing clients to take their cover.
Advertisements play a big role in determining the success and purchase rate of the insurance cover from the potential clients. Advertisements from the car insurance companies need be strategic and innovative to curb the competition in the industry, remain ahead, and make profits at any given time of the year (Clow, 409). They need to have team that thinks ahead of competitors; they have to use catchy words to capture the attention of potential clients as well as use colorful images that will attract the eyes of people to read the words in the advert.
A team that spends quality time designing the adverts on the prints used as a form of marketing goes a long way than their counterparts. The methods of obtaining the information on the print advertisement involved studying adverts of successful car insurance companies and identifying the common characteristics that they have (Falkner 111). This gave an insight and an idea on what they have in common and what they consider as their priorities when designing and settling on an advertisement released to the public. Procedures in gathering the information on the car insurance involved visiting websites of this kind of state of the art adverts and narrowing down on the captions that make clients prefer them to others. It also involved reading books and magazines with the car insurance information and booklets that entail the car insurance industry (Loftus 68).
Most insurance companies use a combination of an image and catchy phrase to attract new customers insure their vehicles with them (Mortimer 131). There is an image chosen in the advert taken from an existing customer who new clients can approach on a personal and business level to get additional information on the reliability of the car insurance in question. Most often than not, there is a short narration on the experience the person in the advertisement had with the company getting claims after an accident (Baker 1395). Usually, such stories sometime made up as a form of advertisement portraying that the process of being paid was hassle free and the car insurance settled the claim quickly without taking the client round in circles and finally bowing out without settling claims (Baker 1399). They all claim that they leave the client happy and satisfied. Images communicate more than the phrases in the advertisements; edging on the phrase that a picture is worth a thousand words.
Adverts become successful when it is short and has all the necessary information that the potential client needs (Clow 404). It should answer all the important and immediate questions on the needs of the client and if the client needs more information, they can access it within a record short time. Sometimes car insurance companies use all types of vehicles as an emphasis on the wide and general types of insurance services they provide. Another factor that the car insurance team needs consider is the position that they place the advert, strategic places especially where the vehicles converge and there are questions and dissatisfaction on the quality of services that the clients get from other service providers (Clow 410).
Different car insurance sales target many people and use people and images to convey the specific messages they intend to pass. For instance, some of the car insurance advertisements target women and therefore use women to attract the target women and from the sales team, they understand that the woman understands the needs and wants of the type of car insurance that would fit their particular wish they need to be fulfilled(Mortimer 140). Funny advertisements capture the attention of potential clients’ more than mere words and it is important for the team to understand how to balance all these aspects and bring the message well and packaged in the right way.
The information on the image captured and used as the advert should include the standard rates that the car insurance charges. It can choose to have the standard ranges but not specific amounts as the rates are bound to change with time. This gives clients ideas on what to expect when they visit the insurance company to seek a cover (Mortimer 140). Every advert done should have clear information and avoid confusing and contradicting information as anything misspelled or misrepresented has adverse results on the sales volume of the car insurance company in question (Falkner 121).
Baker, Tom. “Constructing the insurance relationship: Sales stories, claims stories, and insurance contract damages.” Tex. L. Rev. 72 (2003): 1395.
Clow, E. “The relationship of the visual element of an advertisement to service quality expectations and source credibility.” Journal of Services Marketing 20.6 (2006): 404-411.
Falkner, W. “Look how sexist our advert is!.” The ‘postmodernization of sexism and stereotyped female role portrayals in print advertisements. In: Ungerer, F., ed. English media texts, past and present: language and textual structure. Philadelphia: John Benjamins North America (2000): 111-128.
Loftus, E. “Insurance advertising and jury awards.” ABAJ 65 (1979): 68.
Mortimer, K. “Services advertising: the agency viewpoint.” Journal of Services Marketing 15.2 (2001): 131-146.
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