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Back to Basics An in depth analysis of Allstate’s commercial campain Anzia Mendez-Neff Brian Veltri

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Page 1: Back to BasicsBack to Basics An in depth analysis of Allstate’s commercial campain Anzia Mendez-Neff Brian Veltri Allstate at a glance ! Founded in 1931 ! 75 years of dedication

S

Back to Basics An in depth analysis of Allstate’s commercial campain

Anzia Mendez-Neff Brian Veltri

Page 2: Back to BasicsBack to Basics An in depth analysis of Allstate’s commercial campain Anzia Mendez-Neff Brian Veltri Allstate at a glance ! Founded in 1931 ! 75 years of dedication

Allstate at a glance

S  Founded in 1931

S  75 years of dedication and leadership

S  Largest publicly held personal lines insurer

S  Consumer advocate

S  Allstate today

Page 3: Back to BasicsBack to Basics An in depth analysis of Allstate’s commercial campain Anzia Mendez-Neff Brian Veltri Allstate at a glance ! Founded in 1931 ! 75 years of dedication

Back to Basics

S  Commercial 1

S  Commercial 2

Page 4: Back to BasicsBack to Basics An in depth analysis of Allstate’s commercial campain Anzia Mendez-Neff Brian Veltri Allstate at a glance ! Founded in 1931 ! 75 years of dedication

Construction of Media

S  For who? S  Parents & families S  Those that have lost before S  Middle class S  Lower Class S  The ad’s calming feel – dimmed colors, shots of families and

friends, and Dennis Haysbert’s soothing voice – all help to reduce the anxiety of the unknown…

Page 5: Back to BasicsBack to Basics An in depth analysis of Allstate’s commercial campain Anzia Mendez-Neff Brian Veltri Allstate at a glance ! Founded in 1931 ! 75 years of dedication

Media as a Representation

S  Representation of the U.S. S  Depicting history and the Great Depression

S  Current state of recession

S  “Living well now means ‘living within our means’.” S  Times are changing, we are now moving away from spending

money on the biggest and best

S  The future we’re building is now the most important – join Allstate to be in good hands

Page 6: Back to BasicsBack to Basics An in depth analysis of Allstate’s commercial campain Anzia Mendez-Neff Brian Veltri Allstate at a glance ! Founded in 1931 ! 75 years of dedication

Economic Purposes

S  Express Allstate’s mission

S  Several insurance companies

S  Survival of 12 recessions

S  Experience and means

S  Simple ads

Page 7: Back to BasicsBack to Basics An in depth analysis of Allstate’s commercial campain Anzia Mendez-Neff Brian Veltri Allstate at a glance ! Founded in 1931 ! 75 years of dedication

Interpretation

S  Question current insurance

S  Lower cost of insurance

S  Change viewpoint

S  Appeal to emotions of consumers

S  “Dollar for dollar, no one protects you like Allstate.”

S  Consumer analyzes their own situation

S  Is their future in good hand?

Page 8: Back to BasicsBack to Basics An in depth analysis of Allstate’s commercial campain Anzia Mendez-Neff Brian Veltri Allstate at a glance ! Founded in 1931 ! 75 years of dedication

In recent times…

S  Newer, more hip commercials to connect with the times and direct attention to different audiences

S  Silence!

S  Superbowl

Page 9: Back to BasicsBack to Basics An in depth analysis of Allstate’s commercial campain Anzia Mendez-Neff Brian Veltri Allstate at a glance ! Founded in 1931 ! 75 years of dedication

Works Cited

S  “Allstate Launches New Advertising Campaign Featuring ‘24’ Actor Dennis Haysbert.” Business Wire. Web. 18 Feb. 2013. http://www.businesswire.com/news/home/20031111005400/en/Allstate-Launches-Advertising-Campaign-Featuring-24-Actor

S  "History and Timeline." Allstate Digital Newsroom. Allstate, 2013. Web. 19 Feb. 2013.http://www.allstatenewsroom.com/channels/History-and-Timeline/pages/history-timeline

S  Howard, Theresa. “Presidential Allstate Ads Counter the Gecko.” USATODAY.com. Web. 18 Feb. 2013. http://usatoday30.usatoday.com/money/advertising/adtrack/2004-08-15-allstate_x.htm

Page 10: Back to BasicsBack to Basics An in depth analysis of Allstate’s commercial campain Anzia Mendez-Neff Brian Veltri Allstate at a glance ! Founded in 1931 ! 75 years of dedication

Questions?

Joan Anzia , M.D. Tony Rostain , M.D

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