LAKASABrowsing by Author "Vera, Eddelaine D."

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Marketing communication strategies of insurance companies in the City of San Fernando, La Union
(Don Mariano Marcos Memorial State University – Mid La Union Campus, 2020-07) Terminez, Julienne Shurrellie A.; Pagaduan, Ernalyn J.; Pagud, Jessa Liza F.; Vera, Eddelaine D.; Gacayan, Daniel B.; Perez, Estrella N.; Bayani, Keneth G.; Novencido, Rosa M.; Palabay, Lher Verell S.
The insurance services depend on effective promotional measures. It is essential to have both personal and non-personal promotion strategies. This study aimed to determine the marketing communication strategies of 12 insurance companies in the City of San Fernando, La Union. This study made use of survey questionnaire and analyzed data utilizing frequency counts, percentages and ranking. Finding reveals that majority of the respondent insurance companies are into life insurance for more than 6 years of operation and within La Union for their market coverage. Marketing communication strategies of insurance companies revealed that they used varied types of personal selling activities and employed different types of advertisements for their product promotions. Respondent insurance companies offer sales promotion through reinstatement and bundle packages and others are into public relations activities such as sponsorship of programs, seminars, and trade launch training.