Rich Brose, Director, Financial Services Research Consulting, Maritz Research
Gary Selinger, Senior Research Manager, Financial Services, Maritz Research
The fight for customers has caused the automobile insurance industry to spend increasing amounts on advertising. To understand whether the ads are improving customers' opinions of auto insurance companies Maritz conducted an online research study surveying consumers who had recently bought a new auto insurance policy or considered doing so.
Maritz found that advertisements can negatively or positively affect the way consumers perceive a brand. This is why it is not always the right choice to overwhelm the consumer with ads. Ultimately it is up to the company to convert consumer awareness into new business.
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