The prioritization of media use for brand awarenessin the insurance industry Mahsa Veysi

This study aimed to evaluate the prioritization of media use for brand awareness in the insurance industry. Regarding the purpose of the study, it was an applied and survey research.At the first phase of the study to identify the criteria, the study population was consisted of the insurers of the insurance companies of Tehran, and at the second phase, the experts' views were used to prioritize the criteria. The results of the pair-wise comparison of the main criteria showed that the media consumption (0.164) was in the first priority. The updated media (0.140) was in the second priority. The assurance (0.121) was in the third priority. The ability to transfer content (0.119) was in the fourth priority. The content media and media distinctiveness were in the subsequent priorities. Of these weights, ARAS-G method was used to determine the best media. Seven media including television advertising, radio, and billboards across the city, newspapers and magazines, internet, friends and relatives were evaluated based on the twenty-eight criteria. Finally, it was revealed that friends and relatives (social networks and word of mouth advertising) (0.998) has the highest priority. Television advertising was on the second place and the third priority was cyberspace and internet.