Identification and development of components of advertising model based on fear attraction in selected insurance companies
Subject Areas :
mohamad sajad rashidpour
1
,
Alireza Pirhayati
2
*
,
javad niknafs
3
,
Mohammad Aidi
4
1 - Doctoral student of Business Administration, Hamedan Branch, Islamic Azad University, Hamedan, Iran
2 -
3 -
4 -
Keywords: Keywords: advertising, attraction of fear, fear of loss, marketing, selected insurance companies.,
Abstract :
Mohammad Sajad Rashidpour Alireza Pirhayati Javad Niknafs Mohammad Aidi Abstract Today, every company must advertise its products in a way to provide customers with information about these products and increase its sales, gain market value in the name and reputation industry. Creative advertising techniques are communication tools that a company or other business uses to attract attention, engage minds, create emotions, and change public perception. With further development and investigation, the strategy of loss aversion is identified: the main variables influencing the use of this target market strategy, their needs and deficiencies, as well as customer culture, can be mentioned. The research method is descriptive and inferential based on the attraction of fear in selected insurance companies of the country. The statistical population of this research is the selected insurance companies of the country. It is a type of qualitative research that will be used to combine the two methods of foundational data and interpretive-structural modeling. The statistical population of the research includes university professors, marketing activists, experts, elites, managers and employees of insurance companies. The snowball sampling method was used for sampling. The data collection tool is library research and interviews. In this research, the presentation of the advertising model based on the attraction of fear in selected insurance companies of the country was investigated and the final model was extracted.