Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

تمرين 5

AUTO INSURANCE: MIXING MEDIA AND MESSAGES
In 2009, over 136 million cars were being driven in the United States and there were more than 240 million vehicles on the roads. Each one requires some form of insurance to protect the driver, other drivers, and the vehicle itself. The massive marketplace for auto insurance that results has induced a great number of companies to try to gain a share of the market.
Two major auto insurance providers include GEICO and Allstate. Both feature well-recognized advertising campaigns. The approaches used by these companies are quite different. GEICO has developed two major continuing themes along with streams of other types. The first major theme features the
GEICO Gecko, with an Australian accent, that has a major following among viewers. In 2010, many of the advertisements were humorous interactions between the Gecko and a company executive. The ads used mild humor and featured the tagline, "15 minutes could save you 15% or more on car insurance."
The second major theme is the GEICO "Caveman" series of commercials, which also use humor. Each ad in the series notes that GEICO is so simple that "even a caveman" can see the advantages GEICO offers. The theme has been tied to many campaigns, including one as a sponsor of NHL hockey. Actor Ben Wilson has played the primary caveman role over the years.
Other GEICO approaches have featured celebrities, including Little Richard, Joan Rivers, James Lipton, and Peter Frampton, making fun of themselves. A recent campaign began with spokesperson Mike McGlone, who has a highly distinctive voice, asking, "Could switching to GEICO really save you 15% or more on car insurance Does Charlie Daniels play a mean fiddle " Other similar rhetorical questions are posed about other situations, including Elmer Fudd and "Does a 10-pound bag of flour make a really big biscuit "
In contrast, Allstate employs the same spokesperson, actor Dennis Haysbert, in all of its ads. Allstate presents a new aspect of the company's insurance in each campaign. One campaign noted that the company has a "first-accident forgiveness" policy that does not penalize drivers for being involved in a fender bender.
Another campaign reminds car owners that Allstate gives discounts to good drivers. Allstate shrinks the deductible for each year that a driver goes without an accident. A new campaign features a safe driver bonus, in which the price of renewing Allstate insurance goes down every 6 months that the drive goes without an accident.
Following the 2009 recession, the "Back to Basics" campaign noted that Allstate opened during the Great Depression and has survived 12 recessions. Haysbert states, "Protect the good things. Put them in good hands." In another ad he states that this could be "The recession that made us great."
Both GEICO and Allstate campaigns are supported by other media, including billboards, print, and others. Both companies spend a great deal of money developing highquality, memorable advertisements. Both have large numbers of policyholders.
1. Which approach do you believe is most effective at creating intrusion value Which approach is best at creating brand recognition and recall Brand loyalty
2. Why does GEICO use a humor approach Why does Allstate use a more serious approach
3. Which support media work best for these two companies Which would be less valuable
4. When purchasing insurance, which is more important, effective reach or effective frequency Why
5. Compare the advertising of GEICO and Allstate to that of other insurance companies. In your opinion, which company has the most effective advertising Why Which company has the worst advertising Why Finally, does advertising make an impact on what insurance company is used