Effect of Promotional Mix on the Marketing of Insurance Services

Promotional Mix Marketing Insurance Services

Authors

  • Joseph A. Anyadighibe Lecturer I, Department of Marketing, University of Calabar, Nigeria
  • Aniebiet Etuk Senior Lecturer, Department of Marketing, Akwa Ibom State University, Nigeria
  • Edim Eka James
    jamesedim@gmail.com
    PhD Student, Department of Marketing, University of Calabar, Nigeria
  • Rose Stephen PhD Student, Department of Marketing, University of Calabar, Nigeria
October 9, 2021

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This study was on the effect of promotional mix on the marketing of insurance services. It aimed to examine the effects of advertising, personal selling, public relations, and direct marketing on the marketing of insurance services. A cross-sectional survey research design was adopted. Primary data were obtained from 182 employees of four (4) insurance companies using a structured questionnaire. The hypotheses developed for the study were statistically tested using inferential statistics (multiple linear regression) in the Statistical Package for the Social Sciences (SPSS 23). Consequently, it was found that advertising, personal selling, and direct marketing had significant positive effects on the marketing of insurance services, while public relations had a negative and non-significant effect on the marketing of insurance services. Therefore, the study concluded that the marketing of insurance services could greatly be improved through the implementation of promotional mix strategies such as advertising, personal selling, and direct marketing.