USAA Advertising Campaign

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USAA began in 1922, when 25 Army officers agreed to insure each other's vehicles when no one else would. USAA understands the military’s unique needs because they are an organization founded by military members for military members. Today, the mutual insurance company serves nearly 11 million member customers, primarily military personnel, military retirees, and their families. Its products and services include property/casualty and life insurance, banking, discount brokerage, investment management, and real estate development. It offers such specialty products as life insurance for soldiers deployed in war zones and financial planning services to invest hazardous duty pay. The company also provides discount shopping (floral, jewelry, and safety …show more content…

military and their immediate families. o Competitor- Navy Federal, and Pentagon Federal Credit Union are USAA’s top competitors. They are

Advertisement Design
• Includes print advertising, billboards, radio advertising, direct mail, email and online marketing Traditional Media

• Television: While the main focus for USAA is to appeal to their military families, they oftentimes use emotional appeal in their ads. A lot of the ads show how happy a family is since they are a part of the USAA auto insurance family. Since USAA focuses especially on their niche market (the military) they show ads that help the clients feel safe and loved. Everyone wants to be protected and USAA shows safety and security throughout their ads. The ads normally appear on USA. It appears several times through NCIS, as I have seen recently, although most of the ads will be targeted towards local channels. Since there are only a handful of USAA locations, only those certain locations will air these ads. Safety is always key, especially when you have a family with kids. Furthermore, they show that even when bad and devastating things happen, USAA is always there to make things better and easier. As they say, there is life behind every USAA policy number. To help increase more awareness for USAA, it would be better to air ads on ABC during primetime will help more people become aware of USAA. This channel can be an addition to the USA

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