Insurance promotion campaigns in unfavourable economic environments

Discussions are constantly being held about the real value of a brand and what benefits can be obtained from this asset. However, in unfavourable economic environments, it is common to see the first signs of austerity applied to the communications budget, which often contradicts speeches that stress the importance of having a strong and recognised brand, but which, at the first signs of difficulty, cut back on investments in promotional campaigns. In view of this, the development of methods to assess the impact of these campaigns on organisations' revenues, even if they are indirect and often not so precise, is necessary since these are arguments that support the maintenance of advertising resources, which keeps the brand in consumers' minds, even at times when they are less inclined to consume, but continue to do so.