Advertisement Effectiveness

The document discusses the emergence of private players in the Indian insurance market since 1999, focusing on ICICI Prudential Life Insurance Co. as a key player and its growth in terms of premium collection and policy issuance. It highlights advertising's role in building trust among consumers in the competitive landscape dominated by LIC, while presenting findings from research on media exposure and consumer preferences. Recommendations for improving ICICI Prudential's market presence include highlighting advantages over competitors, targeting rural sectors, and employing creative advertising methods.