Marketing: The Core 4th Edition by Roger Kerin, Steven Hartley, William Rudelius, Erin Steffes

Exercise 11

Many insurance companies sell health insurance plans to companies. In these companies, the employees pick the plan, but the set of offered plans is determined by the company. Recently, Blue Cross-Blue Shield, a health insurance company, ran a television ad stating, "If your employer doesn't offer you Blue Cross-Blue Shield coverage, ask why." Explain the promotional strategy behind the advertisement.