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Phoenix Marketing International recently assessed the effectiveness of consumer insurance ads that include a spokesperson. Phoenix determined the spokespersons' effectiveness through their proprietary Creative Advertising Performance Indicator (AdPi) scores for all ads featuring a spokesperson in 2011 and 2012. Creative AdPi, a modeled single-number score, is a predictive measure that determines an ad’s potential to motivate a consumer to take an action after seeing the ad. Phoenix’s Consumer Auto and Homeowners Insurance Audit surveys 1,500+ consumers each month regarding their perceptions of insurance brands, usage, shopping behavior and response to advertising. Brands tracked include Allstate, American Family, Esurance, Farmers, GEICO, Liberty Mutual, Nationwide, Progressive, The Travelers, The Hartford, Safeco, State Farm and USAA.


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