Abstract
Introduction
Advertising and marketing is a highly competitive in personal general
insurance industry. While developing the right ' marketing mix' is highly
dependent on obtaining the most up to date competitor and market data. This
brief analyzes the marketing spend of the top personal general insurance
advertisers in 2007, focusing on trends in product line, media preference and
strategy.
Scope
- Analyses the distribution of the marketing budgets by media for the top 10
personal general insurance advertisers in 2007
- Discussion of key issues and trends currently affecting the marketing of
personal lines insurance
- Market data on the size of motor and household insurance marketing outlay
for the top advertisers in 2007
Report Highlights
In 2007, television and direct mail remained the most utilized forms of
advertising among the ten largest motor insurance advertisers. On average, the
top 10 motor insurance advertisers spent around £11.3m in total on
marketing and advertising campaigns.
A number of insurance providers placed a high emphasis on low price within
their marketing campaigns in 2007, including well known brands such as
Swinton, Direct Line, Churchill and Norwich Union.
Reasons to Purchase
- Understand key issues and trends in the marketing of personal insurance to
enhance your advertising campaigns
- Benchmark your advertising strategy against the top competitor' s spend by
product line and media
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