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The Аnalysis of Effectiveness of Marketing Promotions on the Russian Insurance Market

Student: Tsynovkina Nataliya

Supervisor: Marina V. Polyakova

Faculty: Faculty of Economic Sciences

Educational Programme: Economics (Bachelor)

Year of Graduation: 2016

Marketing plays a huge role in the promotion of goods and services in any market, the insurance market - is no exception. To build effective marketing strategy is important not only to analyze the state of demand at the moment, but also to predict it right and choose effective methods of influencing on the decisions of potential customers. In this paper, "The Аnalysis of Effectiveness of Marketing Promotions on the Russian Insurance Market", we analyzed the impact of an advertisement as marketing tool on the volume of charges of insurance. To achieve this goal, an econometric model was created and analyzed, the results of this analysis showed that the amount of advertising costs affect the volume of charges of insurance of the company, however, only in the next period. It was also found that the advertising gives better results in large insurance companies than in small or medium-sized. The results obtained in this study can serve as a basis for further research.

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