Marketing Communication Senior Executive-in-Residence Douglas Quintal weighed in on consumer behavior and factors people consider when buying car insurance.
Do TV ads influence their decision?
TV advertisements in this category can be extremely influential. Most insurers preach a “switch and save” mantra, but reinforce their messaging with personifications of the brand that create strong emotional connections and preferences among viewers. Brand characters such as Flo from Progressive, Jake from State Farm, and Mayhem from Allstate make it easy for us to identify the brands and actually develop preferences. While we might not race to sign up for a specific provider immediately after exposure to an ad, we do file it away, so that when the time comes to purchase coverage, that brand is top of mind.