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Paper Information

Journal:   QUANTITATIVE RESEARCHES IN MANAGEMENT   SUMMER 2014 , Volume 5 , Number 2; Page(s) 34 To 52.
 
Paper: 

HOW THE ADVERTISEMENTS MESSAGES CAN BE EFFECTIVE TO ATTRACT INSURED

 
 
Author(s):  KHANMOHAMMADI HODA, SEYEDJAVADIN SEYED REZA
 
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Abstract: 

Obviously, the first aim of insurance industry is to protect individuals or organizations asset’s or properties against loses or damages. At the moment the penetration rate of insurance in Iran is about %1/9 which is 42th in global insurance market. However, there might be many reasons for unpopularity of this industry among people; we cannot ignore the influence of advertisement in order to encourage consumers to use the insurance services. Thus, this paper is trying to investigate what influential factors are the most important to the insured to mitigate the effectiveness of advertisement messages which convey the target of commercial insurances. In this survey, questionnaire forms have been used to gather data from policyholders. Given the summery above, we have conducted t and Friedman tests in order to analyze the hypothesis. Our findings indicates th at “notifying consumers effectively about all kind of insurance coverage and policies”, “providing especial services”, “hospitality”, “paying the claim at the appropriate time”, “comprehensive insurance policy”, “responsibility”, “companionate consultancy” and “ease of receiving insurance orders” respectively are important points in advertising messages from the viewpoint of insured for the aim of attracting the new customers. The results illustrate the importance of the mentioned factors within %95 of confidence interval.

 
Keyword(s): INSURANCE, INSURED, ADVERTISEMENT, ADVERTISEMENT MESSAGES, EFFECTIVENESS
 
 
References: 
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Click to Cite.
APA: Copy

KHANMOHAMMADI, H., & SEYEDJAVADIN, S. (2014). HOW THE ADVERTISEMENTS MESSAGES CAN BE EFFECTIVE TO ATTRACT INSURED. QUANTITATIVE RESEARCHES IN MANAGEMENT, 5(2), 34-52. https://www.sid.ir/en/journal/ViewPaper.aspx?id=407639



Vancouver: Copy

KHANMOHAMMADI HODA, SEYEDJAVADIN SEYED REZA. HOW THE ADVERTISEMENTS MESSAGES CAN BE EFFECTIVE TO ATTRACT INSURED. QUANTITATIVE RESEARCHES IN MANAGEMENT. 2014 [cited 2021May06];5(2):34-52. Available from: https://www.sid.ir/en/journal/ViewPaper.aspx?id=407639



IEEE: Copy

KHANMOHAMMADI, H., SEYEDJAVADIN, S., 2014. HOW THE ADVERTISEMENTS MESSAGES CAN BE EFFECTIVE TO ATTRACT INSURED. QUANTITATIVE RESEARCHES IN MANAGEMENT, [online] 5(2), pp.34-52. Available: https://www.sid.ir/en/journal/ViewPaper.aspx?id=407639.



 
 
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