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Unformatted text preview: quality car insurance at an affordable rate. This market includes people of all races and ages assuming they have a vehicle that needs to be insured, which is required by law in almost every state. Geico also dives farther into the market by advertising the ability to check their rates and purchase one of their insurance plans in fifteen minutes online, which applies to the generally younger and technologically savvy customers. Opposed to the strategies used by its competitors, the secret to Geico’s success has been marketing directly to customers, rather than using agents. By saturating the target market with humorous messages, Geico has been persuading an average of 10,000 customers a week to switch their car insurance provider. Geico has utilized TV, the radio, and the internet in their advertising campaigns....
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This note was uploaded on 10/19/2008 for the course MKT 301 taught by Professor Gauber during the Spring '07 term at Clemson.
- Spring '07