Marketing and Advertising Strategies in UK Personal General Insurance 2008: Industry

Marketing and Advertising Strategies in UK Personal General Insurance 2008

Published Date: April 2008

Published By: Datamonitor

Page Count: 46

Order Code: R313-32220

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Description

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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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