Beyond slogans good practices in promoting microinsurance products

Lee, Nancy, and Miguel. Solana

ILO Working Papers from International Labour Organization

Abstract: This paper provides examples of good practice for developing promotional campaigns. Based on dozen case studies, it provides microinsurance providers and their distribution partners with a ten-step promotional planning model that helps ensure that communication strategies attract low-income households by conveying appropriately the value of microinsurance products.

Keywords: microinsurance; marketing; good practices (search for similar items in EconPapers)
Pages: 51 p.) pages
Date: 2013
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Published in Impact insurance working paper;

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Persistent link: https://EconPapers.repec.org/RePEc:ilo:ilowps:995186093202676

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