Geico - Advertising Management
The average person encounters more than 600 advertisements per day through an expanding variety of media. As GEICO’s V.P. of Advertising, I understand that choices must be made. We simply can not afford to make mistakes. Our ads need to be effective. The basic premise is that we want our ads to be noticed and memorable resulting in action taken by the consumer. A creative brief has been designed and will be utilized as a ‘road map’ in helping us answer two important questions – One “Who are we talking to?” and Two “What do we want to say?” The creative brief begins with identifying the objective of the advertisement. Geico wants to increase brand awareness and provide enough information in their ads that will result in the consumer switching from their current insurance provider and go to Geico. Through the use of advertising, Geico wants to let consumers know that they offer better priced insurance polices than any of their competitors. They also intend to create the perception that insurance can be a simple and hassle free process by purchasing with them. A goal of any company is be effective and efficient in communicating to their target audience. The creative must therefore know and understand who their target audience is. Insurance companies have perhaps the broadest target audience of any product. Who is Geico selling to? As the company’s core service offering is auto insurance, pretty much everyone! Man or woman, black or white, young and old. While their focus is primarily on people aged 24 – 64 years old, if you drive a car, bottom-line is they want your business! Because of this, Geico needs to run a number of different advertisements in order to reach the different groups of people. Geico uses a shotgun approach to hit different demographic groups. The tamer advertisements that deliver straight forward information win over older audiences while the more absurd off-the-wall ads cater to the younger generations. Geico knows it has