Insurance promotion campaigns in unfavourable economic environments

Discussions are constantly being held about the real value of a brand and what benefits can be obtained from this asset. However in unfavourable economic environments it is common to see the first signs of austerity applied to the communications budget which often contradicts speeches that stress the importance of having a strong and recognised brand but which at the first signs of difficulty cut back on investments in promotional campaigns. In view of this the development of methods to assess the impact of these campaigns on organisations' revenues even if they are indirect and often not so precise is necessary since these are arguments that support the maintenance of advertising resources which keeps the brand in consumers' minds even at times when they are less inclined to consume but continue to do so.