Quoted: University of Wisconsin-Madison marketing professor Kevin Chung sees good reason for insurers to keep their names before the public. In a hyper-competitive insurance market in which consumers shop only infrequently, it’s very important for companies to be on consumers’ minds, Chung said by email.
That’s one reason why insurance advertisements — think of Geico — tend to be memorable and interesting, he said.
“With this being said,” Chung added, “there is no study in marketing that I know of that has convincingly shown that sponsorship via stadium naming rights led to increased awareness and ultimately to more sales in insurance products.”