A Study on the Effectiveness of Advertisements - With Special Reference to IDBI Life Insurance Co. Ltd., Erode

Management

Many marketers are trying to come to grips with how to best use mass media in new communication environment. Recall of advertisement is widely used as a measure of advertising effectiveness. Throughout the range of modern businesses, advertising can play an essential role in the success or failure of a given enterprise. In the insurance industry, a great deal of an agent or firm's success depends on the skill with which prospects are approached and handled, and the very best insurance agents in operation know that the creation of positive impressions and the establishment of credibility are essential ingredients for success. But advertising helps the agents to project their product more easily as the ads of the company already form a platform of creating awareness and giving first-hand information about their products. So advertising in insurance industry is an important aspect. And effectiveness of advertising is also very important. Most of us will agree that “recall and recognition measures may be used to establish the degree to which the advertisement attracted attention on exposure” (Joyce, 1967).

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