Role of Advertising Message in the Development of Brand Image with Reference to Insurance Industry: an Exploratory Study

The research is done with reference to insuranceindustry. Three companies are taken for the study, first one isLIC, second is ICICI Prudential and third one is ING Vysyalife insurance. The impact of advertising message was seenon the brand image of these companies. Six print ads weretaken for each company and data was collected from fivehundred and forty respondents and forming a sample size ofthirty. Three questionnaires were prepared one for brandimage before showing ad; second one for advertising messageand third one for brand image after showing ads. Through this study these three companies were also comparedon the ground of which company has the effect on itsbrand image by showing ads of that company before andafter.