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ally life insurance advertising has reflected the "quality-trust-protection" theme, which has been used to give a salesman a solid platform from which he can sell his company's insurance.
Blair questions, however, whether this theme continues to be effective in today's insurance marketing situation.
Says a Blair presentation, "we believe that the quality-trust-protection image has been thoroughly accomplished and has become a "blanket effect" for the entire in
dustry. Most people, due to insurance advertising, insurance performance, and government regulation, accept the fact that the major insurance companies today are ol the highest < alibre."
Let salesmen be heard. Blair suggests that the important difference between insurance companies today are the people who sell the product — the insurance salesmen — and builds a strong case for letting salesmen be heard on radio as part of an intensive new program of localized advertising pressure.
"The insurance company that fust creates and firmly establishes the friendly 'personality image' of its .salesmen as an important pari
of its selling force will have gained a tremendous coup over the entire insurance industry.
"This cou\> will be achieved not
by commercial referral to the friendliness of the insurance company's salesmen, as most insurance companies are now doing, . . . but having the public actually hear the voices of insurance salesmen — hearing for themselves theh wat mth
Who listens to radio?— the life insurance market!
A typical profile of station listeners (WHDH, Boston) Total family income Occupation of household head
Less than $2,000
40,600
$2,000 to $2,999
55,600
$3,000 to $4,999
333,350
$5,000 to $7,499
339,750
$7,500 to $9,999
132,500
$10,000 and Over
111,150
Not reported
55,630
Employment status of housewife
Full Time
114,350
Part Time
145,300
Not Employed
808,750
Professional & Tech.
120,750
Exec. Prop. Manager
142,100
Clerical & Sales
182.700
Craftsman
227,550
Operators & Manual
145,300
Service Worker
83,350
Farmer, Farm Worker
12,850
Police & Military
37,400
Retired, Student & Unemployed
95,100
Not Reported
21,400
Stocks, bonds, securities
Own Securities
404,900
Non-Owners
663,450
Year model of automobile
i
1959-1960
107,450
1957-1958
200,450
1955-1956
150,550
1950-1954
235,250
1949 & Earlier
62,800
Families with children under 12 years of age
One Child
166,700
Two Children
176,300
Three or More
281,000
No Young Children
444,450
In demonstrating how radio's audience "meshes" with the marketing needs ol life insurance companies. John Blair & Co. uses the 'The Boston Market — A Media Audience Image Study,' done in I960. Figures above for station WHDH's audience composition can be projected to other stations and markets, says Blair. They show bulk of listening in the under $7,500 income group (see opposite page) and mam demographic characteristics (employment status, occupation, ownership ol stocks and bonds, children in families), which make the listeners faithful to radio prime prospects for insurance' companies
SPONSOR 1 OCTOBER 1962
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