Insurance print ad trends: 2010

In an exciting and dynamic category like Insurance, The role of The Intermediary is changing; hence The Role of collaborative communication is becoming even more challenging. The Industry players have apparently realised this critical need for Integration, as is evident from the Indian Insurance Industry print ad trends for the year 2010.

Changing Perception

Advertising, in any form, has become inevitable to the success of any product and insurance is no exception. Having realised the criticality of making a differentiated offering and building salience, insurance companies are leaving no stone unturned in the process of promoting their products. Be it LIC in the life insurance domain or standalone health insurers like Apollo Munich, Max Bupa or Star Health insurance or Oriental General Insurance, each one has upped their ad spend in the print medium. As a result, this has led to a gradual shift in the perception of insurance.

Aggressive Marketing

‘Insurance is sold not bought’ seems to be the underlying fact upon which insurers base their ad spending. Ever since the insurance bill was passed in 2000 and with the entry of private players, there is a slew of never seen before aggressive marketing and advertising strategies. Nevertheless, insurers seem to have realised that instead of pushing policies down the throat of the customers, it is better to educate them and offer guidance - an approach that is slowing paying off. On both the fronts insurers have relied heavily on print ads; however to woo customers, life insurers seem to take the print route more than non-life insurers.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM Best B School India
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM's Management Consulting Arm-Planman Consulting
IIPM in sync with the best of the business world.......
IIPM Prof. Arindam Chaudhuri on Internet Hooliganism
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
IIPM RANKED NO.1 in MAIL TODAY B-SCHOOL RANKINGS