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Analyzing the effects of insurance television advertisement towards Indonesian consumer' perceptions of insurance company and products

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Life is full with apprehensions and the future cannot be predicted. Following the uncertainties that are happening in life, people realize that there are more risks and as a result insurance industry is growing. With its 230 million inhabitant, Indonesia is a potential market. However, Indonesian people still have a low level of awareness of using life insurance compared to other countries. In Indonesia, most insurance companies advertise through television. This decision is made as television offers the combination of video, audio and text to make the advertisement more emotional, since insurance is a complex and emotional product. The purpose of this research paper is to analyze the insurance TV advertisements (TVC) effect towards the Indonesian consumers? perception in buying insurance. Since TVC is one of the promotional tools that is used excessively, this study will help the advertisers in insurance industries in structuring effective way of making a better commercial that should be adjusted with the consumers? acceptance.rnFocus Group Discussions have been conducted using two groups of participants based on ownership of insurance. The results of this research show that Indonesian consumers perceive insurance TVC as lacking of product identity, advantages as well as the differentiation of products. Hence, TVC does not have much influence in consumers? buying decision although it is influential in creating awareness.

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Availability

B01512

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Detail Information

Series Title

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Call Number

1512

Publisher

: Swiss German University., 2013

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

PR

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