Marketing and Advertising Strategies in UK Personal General Insurance 2007: Industry

Marketing and Advertising Strategies in UK Personal General Insurance 2007

Published Date: March 2007

Published By: Datamonitor

Page Count: 55

Order Code: R313-21310

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Introduction

The advertising and marketing of personal general insurance in the UK is fiercely competitive. With budgets running into millions of pounds it is absolutely critical to obtain the most up to date competitor and market information. This brief analyzes the marketing spend of the top personal general insurance advertisers in 2006, focusing on trends in product line, media preference and strategy.Scope

Detailed competitor analysis, comparing the marketing strategies of the top personal insurance advertisers Discussion of the 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 2006Highlights

In 2006, several companies changed focus in their advertising campaigns to focus on policy features and benefits rather than price. Instead of focusing solely on price savings, the advertising campaigns of the largest advertisers now emphasize their service levels and the additional features of their policies. The 10 largest advertisers on general insurance products together reduced their advertising spending to £193 million in 2006, a drop of 12.8 per cent. However, not all companies in the top 10 contributed to this reduction.Reasons to Purchase

Gain insight into key trends in the marketing of personal insurance to enhance your advertising campaigns Benchmark your advertising strategy against the top competitors' spend by product line and media

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