The investigation of Lavidge and Steiner model’s capability in measuring the advertising effectiveness of fire insurance (Case study: Insurance company in Mashhad)

Abstract

Lavidge and Steiner model is one of the most fundamental models in the appraisal and analysis of insurance advertising. The present study intends to investigate the advertising effectiveness of fire insurance in an insurance company through Lavidge and Steiner model. The research is consisting of two types of independent variable of effective advertising and dependent variables which are as follows: awareness, knowledge, liking, preference, conviction and attracting the clients. On the basis of main subject of research and different stages of the model, a major hypothesis and six minor hypotheses have been brought up. The first five minor hypotheses have been dedicated to the investigation of the communication impacts of advertising and the sixth hypothesis has devoted to the consumer response. Statistical universe of the research are the insured people of fire insurance services in an insurance company, and 132 people have been chosen through applying a stratified random sampling. Simple linear regression, Friedman analysis and SPSS software have been applied to test the research hypotheses. The findings indicate that advertisements of Persian Insurance Company have been successful from the both perspectives of communication impact and consumer response of advertising. Finally, the advertising effectiveness of fire insurance has been appraised through Lavidge and Steiner model.