Insurance poster as a kind of advertising Cover Image

Страховий плакат як різновид реклами
Insurance poster as a kind of advertising

Author(s): Viktor Trynchuk
Subject(s): Business Economy / Management, Management and complex organizations, Financial Markets, Marketing / Advertising
Published by: Переяслав-Хмельницький державний педагогічний університет імені Григорія Сковороди
Keywords: insurance company; communication policy; poster; print advertising; insurance poster; Gosstrakh;

Summary/Abstract: The subject of research is the communication policy of insurance companies, particularly in the field of printed outdoor advertising - posters. The main objective of the study is the definition of the poster, its varieties and features used in the insurance industry in the late nineteenth century. and during the twentieth century. Research methods. The paper used a set of scientific methods of analysis, synthesis, generalization and approaches, including: system, comparative, historical, allowing to implement conceptual integrity of the study. The object of the study is the insurance company weep Gosstrakh and insurance companies during the Russian Empire. Results. The article discussed in detail the historical background of the emergence of posters, etymology of the term, the main stages of the poster as part of the insurance advertising, poster classification problem, which is the subject of debate modern scientists. The principles poster. Poster singled types of insurance. The study analyzed the features posters insurers pre-revolutionary and Soviet periods, in particular distinguishing features posters monopoly as characteristic for different periods of operation in the domestic insurance market. Scope results. Using the process of further theoretical research perspective print advertising as well as marketing practice of insurance companies Conclusions. Based on the research described kind of outdoor advertising - banner, as part of marketing communications insurer. It is proved that the history of the advertising poster dates back to the XV century with the invention of the printing press. It was established that the insurance poster is reproduced printing images on large format information and images that promote understanding of the role of the insurance institute, positioning insurers and their insurance products. During the studied historical period observed the evolution of language and style of the advertising posters in insurance. Insurance poster advertising actively changed.

  • Issue Year: 1/2017
  • Issue No: 35
  • Page Range: 95-103
  • Page Count: 9
  • Language: Ukrainian