Custom Marketing essay paper sample

It has always happened that mostly the people come across with the advertisements which are annoying and irritating. But there are some advertisements which really work. In this paper the recently advertised John Hancock Insurance commercial has been discussed which is coming out through the Television channels and Internet. The tempting features of the insurance company include numerous insurance and investment products.

Also, it provides services to retail and institutional customers in North America. Protection, Wealth Management, Guaranteed and Structured Financial Products and Corporate and Other are the four segments under which the company works. Segment like the Protection segment, provides the customers with life and long term care insurance products and services. Estate and business planning solutions and the life insurance products are also offered through this protection segment (BloombergBusinessweek, 2011).

Similarly, the Wealth Management segment consists of the variable and fixed annuities opened and closed end-funds and retirement services. It also offers the Management of institutional accounts. As far as the Guaranteed and Structured Financial Products segment is concerned the company offers those products which include the structured settlements, immediate fixed annuities and retail notes. Whereas, the Corporate and Institutional Investment Advisory Services are offered by the corporate and other segment (Goliath, 2008).

In this paper the John Hancock Insurance company’s advertisement is chosen to talk about the most effective method of advertising i.e. the Free Advertising which is the best method observed as it serves as a cost-effective way to advertise any product or service. The free advertising method can be helpful in the business. The reason is that it is effective and costs less and it does not ruin the reputation as the big budget ads do.

The latest John Hancock Insurance company’s ad campaign “Cursor” focuses on the uncertainties consumers feel these days in the financial environment. The advertisement shows the conversation of a couple in which they discuss about the average age of their retirement. They are questioning that how long will it take to get there (JohnHancock, 2011). So, the company provides answers to the critical financial questions of the people and guarantees them that their problems will be solved (JohnHancock, 2011).