Impact of Media Advertisement on Life Insurance with Reference to Coimbatore City
Autor: rita • March 8, 2011 • Essay • 314 Words (2 Pages) • 1,170 Views
The insurance industry is one of the fastest growing industries in our country.
Life insurance insures life through the long-term contract, while non-life insurance
ensures fixed and movable assets on short-term basis, normally on a one year renewable
term. Advertising plays a very important role in modern business. Due to excessive
specialization, mass production and competition, advertising has become an
indispensable activity in business. It is growing as a backbone of modern national
and international marketing. A study was conducted with the help of primary data
collected from 150 policyholders in Coimbatore city. The objectives of the study
were: i) To study about the awareness of life insurance advertisements in media, and
ii) To analyze the extent of penetration of life insurance and understand the reasons
behind choosing life insurance. The study found the respondents of Coimbatore city
preferring life insurance policy the most. They want the life insurance policies to
specially benefit the agriculturist, so as to improve their cost of living and standard.
They feel the government should take necessary steps to make life insurance policy
compulsory for every individual. Moreover, commercial channels are the best sources
for telecasting the life insurance advertisements.
Insurance is the backbone of country's risk management system. Man is exposed to risks