Is the insurance industry selling "death" again?

Article Abstract:

The Life and Health Insurance Foundation for Education has launched a $9 million advertising campaign to educate consumers about the benefits of life insurance. Notable is the campaign's focus on death, which reverses more than a decade-long trend in life insurance advertising that concerned itself with security and other issues. The death-focused campaign hopes that making consumers contemplate their own deaths will urge them to buy adequate life insurance.

Advertising, Life and Health Insurance Foundation for Education

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Gap widens between haves and have-nots

Article Abstract:

Life insurance companies should improve and broaden their distribution channels to halt a slide in sales and compete against banks and other firms. New life insurance sales fell by 3% in 1996. Insurers need to organize their marketing efforts around their growing role as providers of financial information, advice and guarantees to customers, including middle-income consumers. The use of technology and the training of agents will continue to be important.

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