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Prudential's Jack Bcrch (CBS) goes right out with an insurance agent to find out what sells
What's wrong
with insurance air advertising?
Broadcast ini: opens floors but agents must get signatures on insurance contracts
Broadcast advertising of insurance has failed in the past 22 years more often than not because it has been expected to deliver sales rather than open doors for agents. There have been other reasons for insurance failures on the air but the basic reason is a lack of understanding both in radio and in the insurance fields of how insurance is air-advertised and sold. Although the Metropolitan Life Insurance Company has been broadcasting since January 1925, it took the Prudential Insurance Company of America and the Equitable Life Assurance Society of America to establish a formula that makes broadcasting pay off in new policy holders. Metropolitan executives point
SEPTEMBER 1947
out, however, that long ago they stopped gearing their broadcast advertising to selling their own policies. Instead current Metropolitan copy has been designed to increase life expectancy — to improve the nation's health. This indirectly is good insurance practice since the longer a policy holder lives the more profitable it is for the company to have him as an insurance risk.
Metropolitan air advertising helps give away over 400,000 health booklets every six months, and that spreads the good word. The company spends $1,200,000 each year in radio, $520,000 for network broadcasting and $680,000 for spot. Its radio budget has been on the upswing since February 1946. Despite the lack of
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