Service Marketing

In this video, the Great Eastern Life Insurance TV advertisementseeks to differentiate the company from its competitors. Using voice-over narration, Great Eastern proclaims, We're not just a life insurance company anymore. We're a life company. Throughout the advertisement, visual images and scripted words seek to create a positive impression of Great Eastern and educate viewers (and potential customers) about its new approach to its life insurance service.

Questions:

1. To overcome the problems of its life insurance service intangibility, Great Eastern uses tangible cues in its advertisement. Explain how.

2. Apply the 5 Ws model checklist to the Great Eastern TV advertisement.

Who is our target audience?

What do we need to communicate and achieve?

How should we communicate this?

Where should we communicate this?

When do the communications need to take place?