Page 46 - MARKETING & PUBLIC RELATIONS EBOOK IC88

 No third party, other than the insurer or authorized intermediary, can distribute information or
recommend purchase of specific insurance products.
 Advertisements should not be unfair or misleading, which means, they should not (i) make
claims that are beyond the policy to deliver (ii) describe benefits that do not match policy
provisions (iii) hide or minimize the costs and risks inherent in the policy (iv) omit to
disclose important exclusions, limitations and conditions of the contract (v)illustrate future
benefits which are neither realistic nor realizable nor guaranteed (vi) imply a group or
relationship that does not exist (vii)make unfair or incomplete comparisons with competitors,
etc.
 Penalties are provided for non-compliance with the regulations.

(c) Publicity

1. Publicity is communication which is not paid for, usually impersonal, appearing to emanate from
sources other than the marketeer. Publicity happens when media, on subtle persuasion or
otherwise, carries an article or news item about the marketeer or his products. It is more
credible than advertisements, because it is seen as originating from the medium itself, as a news
item or report. Publicity is concerned with informative messages, as against advertisements
which try to persuade, solicit or appeal in addition to inform.

2. The tools of publicity are
 press releases issued to the members of the media.
 press conferences, where information is given and questions are answered.
 conducted visits, to enable members of the media see and experience the facilities
 presentations, through films or otherwise, where details of offers are provided to the media
and intermediaries.
 informal briefings, providing material, on a selective basis to some members enabling them
to write on the product or the offers.
 exclusive interviews.
 sponsored feature articles.

3. The credibility varies according to the person endorsing. Arranged in descending order of
credibility, are the following sources.

 immediate family
 personal friends
 professional colleagues
 independent commentators
 retailer's representatives
 producer's representatives

4. It is a good strategy to make customers talk of satisfactions. They should be encouraged to talk.
They can be given objects or materials that are giveaways or mementos (pens, key chains,
paperweights, brochures, pictures, etc.) and can be passed on. Conveniences should be
emphasised to customers. They are not likely to notice everything that is well done. Customer
contacts can be maintained through

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