Assessing the effectiveness of TV advertising on sales performance of insurance companies in the Greater Accra region of Ghana: A Study of StarLife products on TV

Abstract

This study was undertaken to assess the effectiveness of TV advertising on sales performance of insurance companies in the Greater Accra Region of Ghana with a focus on Starlife products on TV. This study adopted the descriptive quantitative research approach using a sample of 130 respondents. The questionnaire was used as a data collection instrument and the SPSS (Version 23) was used for the data analysis. The study found that respondents are exposed to the ads in the morning between the hours of 6am and 9am. and continuous advertisements by the company has the capacity to positively influence customers purchase intentions, however, this will be enhanced customers to appreciate and arouse the desire to patronize the services of the company because customers will be convinced that the service so Starlife Assurance will satisfy their needs as speculated in the advertising message. In addition, the study found that the advertising strategy of Starlife Assurance provides the needed information and touched on the emotions of customers in order to make prudent purchasing decision. It was recommended that the company should intensify its customer service support as it helps to capture customers’ feedback as this will provide guidelines in drawing up service improvement strategies to meets the increasing consumer demands and expectation.