The General is marching in a formation that others in its sector have already adopted. “We have a desire to just show more about the company and go beyond the messages that you have heard from us,” Elicia Azali, The General’s chief revenue officer, says in an interview. In February, however, the company launched a new advertising effort aimed to burnish an image as a higher-quality insurance provider. TV viewers may best know The General for the dozens of ads it has peppered around the TV landscape, which feature an animated senior armed-forces officer commanding consumers to consider the company’s insurance products.
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