The Effectiveness of Insurance Advertising

The Gecko. Erin, the pink haired secret agent. The General. Cavemen? Insurance companies win our attention and hope to win our business by carefully planned ad schemes. We can all recite our favorites, including the company tag line. Insurance advertising is very effective because it stays with us well after the commercial has ended, sometimes leaving us singing a song, or saying a funny line. The faster that we can place the character with the company, the more effective the ad campaign has been.

Cute animals are proven as an effective advertising tool for products ranging from children’s breakfast cereal all the way to automobile insurance. The cuter or funnier the animal is, the better the recall.

Sometimes the animal is just a random choice by the ad execs, and sometimes it is just the obvious choice, anyone not think about Geico whenever they say the word “gecko”?

Another very effective insurance campaign is also the Geico cavemen- the entire story of the well dressed, well rounded and highly educated of the cavemen insulted by the tag line, “so simple a caveman can do it,” amused people so much that a short lived sitcom came from it. Whether it was the cavemen or the little lizard, Geico is a household name for the majority of people, regardless of age.

Erin, the cartoon special agent, encourages people to check out Esurance, where they can click, buy, and print their insurance in less than five minutes. She morphs from a brunette to the pink haired action hero in a variety of different activities. You have to believe that these ads are geared to the show and sporting events that they will be televised during. Erin, for instance, plays goalie in the commercials frequently shown during hockey games. The catchy colors and the fast paced action get our attention, and the thought of saving money, time and paper by buying insurance policies online is one that sticks with us.

Adorable animals and cartoon girls are effective, but how many times have you gotten that 1-800 Safe Auto jingle inextricably stuck in your head? The hope is of course that you will be humming that ditty right about the time that you need new auto insurance. How necessary are these ads to the insurance companies?

Surely people are aware that they need do buy auto insurance now? Of course they do. The very fact that everyone needs insurance to be legal means that the competition for you business is very tight. If a well mannered gecko or a perky spy type girl can get your attention and draw you to their company, then they consider it well worth the effort.

And it is not just the insurance companies that benefit from these effective ads; the ad agencies themselves, the actors, and in the case of Erin and the General, the animators are all reaping in the cash from these ads.

You need insurance, they need your business, so if they will work to amuse you , why not?

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