GEICO's Corporate Community Citizens program fosters positive consumer attitudes through the company's involvement with local causes and organizations. One of GEICO's many auto safety initiatives is the Safety Belt Poster Contest, in which schoolvage children submit artwork for posters that remind drivers about the importance of buckling up for safety. Local ebrts such as these link the GEICO name with worthwhile causes that touch an emotional chord with consumers. Despite increased competition from its larger rivals, GEICO's approach to marketing car and motorcycle insurance has been extremely effective. The company currently serves more than ? million customers and, according to JD. Power studies, enjoys high brand awareness as well as the highest new-customer acquisition rate among the major insurers. Watch for GEICO to keep driving toward higher market share by reaching out. CASE QUESTIONS: What is GEICO doing to change consumers' beliefs and evaluations of its insurance offerings. How are they encouraging new beliefs about their products/services? Explain your answer. How do Geico's various actions in the marketplace favorably or unt'avorably inuence customers' attitudes about its productsfservices? What role does source credibility play in GEICO's marketing communications