Marketing and Advertising strategies in UK personal general insurance 2009 : personal general insurance : aggregators significantly increased their advertising expenditure

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      <subfield code="a">The total advertising spend for the top 10 personal general insurance advertisers grew to £119.9m in H12009. In the first six months of 2009, more aggregators joined the top 10 advertisers group and launched new campaigns, underscoring the competitive nature of the market. This reports key findings include the following: Aggregators are now among the biggest insurance advertisers, reflecting their importance to the general insurance market ; Market leader Direct Line continues its extensive TV adverts by launching a new series of campaigns; Direct Line continues as the top general insurance advertiser, though Aviva has stepped up its marketing ; Most top insurance advertisers made use of television advertising for their motor products ; Direct insurers and aggregators formed the majority of the top 10 motor advertisers in H1 2009 ; Direct mail and TV advertising are the most popular mediums for the top 10 household insurance advertisers</subfield>
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