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The insight from Ward and Bassett lead Armbuster to believe that the concept of multiple campaigns does work. He reasons that it is difficult to think of any other auto insurer before Geico because of the genius behind Geico’s strategy; “to simply dominate the television airwaves with so many varied car insurance messages that any competitors’ TV ads are simply lost in the clutter.”
In order to execute such an extensive ad campaign, you need deep pockets. Geico spent an estimated $403 million on advertising in 2005, and its ad budget rose another 20 percent in the first nine months of 2006, according to TNS Media Intelligence...
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Common topics in this essay:
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