SPECIFICITY OF A CHOICE OF ADVERTISING MEANS IN INSURANCE BUSINESS (RUSSIA)
 
Gorbatova, M. and Sery, A., Kemerovo State University and Yupitov, A., The Reform Assistance Fund, Russia
 
The empirical research in the large insurance company was carried out. Conclusions: 1. The content of advertising should present insurance as the factor of prestige and should show that the insurance is a major condition of full-blooded life; 2. The advertising should be directed toward the feminine type of perception. It should create the feeling of protection; 3. It is necessary to create the stable individual image of the insurance company. The company should have shares in the social and ecological programs directed on potential clients; 4. The company style should base on the respectful attitude to the clients at all levels (from the cashier up to the general director); the system of privileges and advantages for the clients is also necessary; 5. The oral advertising means are preferable; 6. The high aesthetic level of the promotional materials development is especially significant; 7. The policy of the promotional materials hire should consist of the consecutive transition from the moderate-aggressive modality to the restrained-respectful one.