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The impact of advertising on the sales of insurance products in sub-saharan Africa

Author:

Owolabi, Adenike Olanrewaju and Magbagbeola, Joshua A.O.

Subject Area:

Social Sciences and Humanities

Abstract:

Marketing goes beyond developing a good product, pricing it attractively and making it accessible to target consumers. The effectiveness of advertising as a marketing tool depends on good planning and control of advertising media. The effectiveness of advertising leads to an increase in the sales of the products advertised based on the awareness and the promotion of the products to target consumers. Insurance as a service product has its characteristics which makes it consumable. A random sampling technique was adopted in administering one hundred questionnaires to insurance consumers. Statistical and descriptive methods of data analysis were employed.

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