Introduction
Nowadays, having insurance is a ‘nice thing’ to carry in case of emergency. In the U.S, most people should have at least one type of insurance. As for auto insurance, the law requires drivers to carry insurance when driving. Because of this need, the constant demand for having insurance drives many firms competing in this saturated market. In this analysis, the focus attempts to show GEICO Insurance promotional strategy in communicating its products and services to the market and identifies the effective ways in growing the brand-awareness.
In 1936, a married couple named Leo and Lillian Goodwin established GEICO; which stands for Government Employees Insurance Company in Texas. The initial target markets were government officials and military members, but later on it expands to selling insurance to everyone. GEICO now offers coverage for more than just auto insurance including, homeowners, renter, boat, and many others (Geico’s Story, 2012). GEICO is also subsidiary company to the investment tycoon, Warrant Buffet. Since then, there were hefty budget on advertising that GEICO spent to boost the brand. According to Mya Frazier (2007), “GEICO’s fast climb up the brand-awareness ladder since 2001, when it topped at 82%. After spending an estimated $2 billion in advertising since then, 91% shoppers today say they have seen or heard at least one GEICO message in the past 12 months” (Frazier, 2007). By using GEICO advertising strategy, this analysis also highlights the promotional activities such as identifying target demographics, advertising channels, sales message, reach and frequencies.
Analysis of Advertising Channels
Advertising is an innovative field to communicate with people about products or services, but als...
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The company I’ve chosen to analyze for my Career Quest Alternate Assignment is Geico. Geico is a world leading insurance company that many know for their funny commercials featuring a gecko, as well as their famous slogan, “15 minutes could save you 15% or more on car insurance.” Geico was founded in 1936 by Leo Goodwin, and stands for Government Employees Insurance Company. Geico currently insures more than 22 million vehicles today, as well as 13 million auto policies and growing. In 1996, GEICO became a wholly owned subsidiary of Berkshire Hathway, headed by Warren Buffett, one of the country's most successful investors. Geico is headquartered in Chevy Chase, Maryland. Car insurance isn’t the only thing Geico offers, others includes ATV,
GEICO Insurance is a name well known in today 's society. Most people are familiar with the television advertisement with the saying, "GEICO can save you 15% or more on car insurance". However, in Entertainment Weekly 's June issue, GEICO displays an advertisement that explains all of the reasons why GEICO is better than the other auto insurers, rather than just tell the audience the percentage of how much they will save. The advertisement displays two popcorn containers, one bigger than the other. Underneath the bigger popcorn cup, there are additional individual popcorns that seem to have fallen out of the cup and brackets with the company 's qualities. The bigger cup also has the name GEICO in big, bold letters above the cup, while the smaller
From the moment of its existence, car insurance has continued to be a value and necessity in the lives of every driver. With the increasing number of people that are driving, it is something that simply cannot be ignored. And what better way to share various insurance companies than through advertisements and television? Amongst the numerous selections of car insurance, Allstate has proven to withhold a successful and symbolic campaign of television advertisements. Through the use of logical appeals, dry humor, and strategic plot lines, Allstate does an efficient job at drawing its viewers in.
Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
Have you ever seen an advertisement for a product and could immediately relate to the subject or the product in that advertisement? Companies that sell products are always trying to find new and interesting ways to get buyers and get people’s attention. It has become a part of our society today to always have products being shown to them. As claimed in Elizabeth Thoman’s essay Rise of the Image Culture: Re-Imagining the American Dream, “…advertising offered instructions on how to dress, how to behave, how to appear to others in order to gain approval and avoid rejection”. This statement is true because most of the time buyers are persuaded by ads for certain products.
Do you really know the real reason why M&M and Geico made a commercial together? Regardless if it is required or not, insuring your vehicle is important to protect you from financial constraints when car accidents happens. People who have their license and are 18 years or older are able to get car insurance. Same goes for M&M’s part their number one goal is to get young adults and older to buy their delicious candy. The advertisement shows how Geico’s insurance one can get so much out of it for a cheap and reliable price. M&M featured Geico in their commercial and they did this for plenty of reasons. For, instance reaching their number one goal; which is more money and teaming up with a huge brand could give both businesses a big push up the ladder as well. M&M and Geicos overall purpose is to team up to sell their products candy and insurance. The commercial was
The Gap hit it big in April of 1997 with its first ad of the series, one for khakis. The ad, which featured about10 swing dancing couples (all, of course, wearing Gap Khakis), lasted 15 seconds. No one onscreen spoke at all. Quickly following this ad, was a second, equally effective commercial. In this ad, a dozen actors sat and took turns singing a line from Donavan’s famous hit, Mellow Yellow. These ads apparently spoke to people, because they received great results in the polls. To this initial popularity, of course, one can attribute the barrage of similar advertisements that plague today’s televisions. The campaign was very popular and very effective with adult consumers of all ages according to Ad Track, USA TO...
The author of this book Bruce Barton was a partner in a successful advertising firm during the 1920’s. This was a time when the industry of advertising was under going some major changes. These changes had a lot to do with a number of factors the first of which being the post war prosperity this meant people had more money than they ever had before. Another one of these factors had to do with the high number of teens who were now attending high school, this proved to be important because it created a whole other market which hadn’t existed before. One more factor was the advances made in transportation and communication, these advances allowed goods, people, and information to travel long distances relatively quickly intern allowing companies to grow large enough to spread their services nationally. Still another important factor was the invention of financing, this allowed people to pay for durable objects (large objects that would last a couple of years) with affordable installments or payments. But the biggest changes were the actual advertising practices themselves, many of which were pioneered by Barton and his associates, and didn’t become norms in advertising until after the release of Bartons book “The Man Nobody Knows” in 1924. This book served not only as a manual on how to advertise more affectively but also as an example of good advertising itself.
This book has opened a whole new perspective on advertising and the reasons we buy things and regret them later. Thinking that I have the urge for a McDonalds hamburger may feel real, or it might just be an elaborate, expensive advertising technique used to manipulate my buying behavior.
Advertising in the 50s was primarily focused on the return of traditional family values, and portraying the consumer’s role in society’s prestige. But, during the recession of 1959 to 1961, the time was ripe for some innovation in the advertising industry. Surly enough, a single ad appeared that changed the course of advertising history. The Volkswagen Beetle, a seemingly ugly car with all odds against it in the American market of huge, tail-finned vehicles of the 1950s, surprisingly prospered. The advertisement campaign broke all previous rules of using wide-angle photography, and beautiful women. These advertisements stole the American hearts with their wit and honesty.
Ogilvy's clients include: BBC, BP, Coca-Cola Co., Glaxo SmithKline, IBM, MasterCard International, Merck & Co. Merrill Lynch, Novartis, Pfizer, Unilever, Xerox, Argos, Ariba (UK) Ltd., Deloitte & Touche, Dubai World Cup, Intelsat, Kimberly-Clark Corp., Shell, Nestle, Pfizer, and Sun. Ogilvy PR Worldwide’s division B/W/R is dealing with media relations for celebrities such as Ben Affleck, Brat Pitt, Michael J. Fox, and Reese Witherspoon. Finally, several governmental bodies stand amongst Ogilvy's clients.
In 1910, P&G launches the use of professional athletes in its advertising. They developed print ads that featured photos and testimonials from some of baseball’s top players.(P&G, 2014) This is still a popular way to market product in 2014.
Billy Mays was a Television Actor in the late 1990s and early 2000s. Mays created a style of advertisement used by many, changing the field of advertisement, and He once said,
“How Advertising Has Changed Over The Years.” Locker Gnome, Bradley Bradwell. 6 January 2008. Web. 4 October 2009.
Advertising is an information source to inform people about the products and prices of the company, which can help them to make informed choices. More recently, a huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive and negative effects of the advertisement on consumer behavior. According to Shimp (2007), there are five important factors which determine the purpose of an advertisement in terms of marketers’ communication with consumers.