Marketing Essentials

Unit 3: Business and Society

WebQuests

Slogans Used by Insurance Providers to Attract Consumers

Insurance companies provide financial security to people and businesses that buy their policies. Their intent is to earn a profit by bringing in greater revenue from premiums than they pay in claims. While earning a profit, insurance companies serve society by helping people and businesses protect themselves from unforeseen losses. To market their services, insurance companies work to convince customers that they are strong (well funded), dependable, and ethical. Many insurance companies have chosen to use advertising slogans that promote the image that their firm is the best insurance company to choose.

1. Investigate Begin the activity by researching three large insurance companies and noting their slogans and messages to consumers. These slogans should portray the companies in a way that encourages people to feel confident they will be treated fairly, quickly, or ethically if they purchase insurance protection from the firm. Pay close attention to the words that have been used in the slogan and the mental images they are likely to evoke.
2. Summarize Write a summary of how each slogan is written to encourage potential customers to purchase insurance protection from the firm it portrays. Identify phrases or words used in the slogans that are intended to create feelings of trust or confidence in consumers for the firms they describe.
3. Assess Explain why you think the slogans you chose are, or are not, likely to achieve their objectives. Do you think the slogans portray honest or misleading images of the firms? Would you be influenced by these slogans if you were seeking to buy insurance protection? Explain the logic behind your assessment.