National Underwriter Life & Health Announces Aviva as the Top Performing Advertisement in the July 2012 Issue

CENTENNIAL, Colo., Oct. 22, 2012 /PRNewswire/ -- National Underwriter Life & Health, a Summit Business Media publication, announced the top performing print advertisements highlighted in a Baxter Research Center Inc. advertising effectiveness survey of the July 2012 issue.

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The Baxter Research ad study measures the overall effectiveness of advertisements as it relates to a reader and then reports on the ad performance in the context of the three steps recognized as essential to the brand building experience: exposure, engagement, and involvement. An advertisement's 'recall seeing' score shows the ability of an ad to attract the reader's attention and indicates that the reader had been exposed to an item by either seeing it or reading it. The 'read some' score indicates the percentage of 'recall seeing' readers, who after seeing the item, were engaged enough to be led into the copy by the headline, layout or subject material. These ads effectively engaged National Underwriter Life & Health readers after capturing their initial attention.

The following companies received the highest "recall seeing" scores:

• Aviva
• Genworth
• Ohio National Financial Services
• Principal Financial Group
• Prudential Financial

The following companies received the highest "read some" scores:

• Protective Life Insurance
• Prudential Financial
• Ohio National Financial Services
• Genworth
• Coventry

"These studies not only help our partners understand if they are reaching their audience, but what they can do to improve their campaigns in the future, ultimately leading to more effective advertising campaigns," said Tashawna Rodwell, publisher of National Underwriter Life & Health.

Baxter Research Center Inc. is a global marketing information firm supporting the world's most successful business-to-business media brands.

About National Underwriter Life & Health
As the total news source for the life, health and financial services industry, National Underwriter Life & Health is uniquely positioned to provide agents and brokers with timely, insightful information. With the largest, most experienced team of editors in the industry, National Underwriter Life & Health is able to identify, analyze and comment on the latest trends and events for their significance to the market every business day. For more information, please visit LifeHealthPro.com/National-Underwriter-Life-Health. 

About Summit Business Media
Summit Business Media is the leading B2B media and information company serving the insurance, financial, legal and investment advisory markets. Summit strives to be "The Next Generation of Business Information" for executives and practitioners by providing breaking news and analysis, in-depth practice management strategies, business-building techniques and actionable data. Summit services the information needs of its customers through numerous channels, including digital, print, and live events. For more information, please visit www.SBMedia.com.

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Tashawna Rodwell
https://profnet.prnewswire.com/Subscriber/ExpertProfile.aspx?ei=94291

SOURCE Summit Business Media