Centennial, CO, April 28, 2011 – Benefits Selling, a Summit Business Media publication, announced the top performing print advertisements highlighted in a Baxter Research Center Inc. advertising effectiveness survey of the January 2011 issue of Benefits Selling.

The Baxter Research ad study measures the overall effectiveness of advertisements as it relates to a reader and then reports on the ad performance in the context of the three steps recognized as essential to the brand building experience: exposure, engagement, and involvement. An advertisements ‘recall seeing’ score shows the ability of an ad to attract the reader’s attention and indicates that the reader had been exposed to an item by either seeing it or reading it. The ‘read some’ score indicates the percentage of ‘recall seeing’ readers, who after seeing the item, were engaged enough to be led into the copy by the headline, layout or subject material. These ads effectively engaged Benefits Selling readers after capturing their initial attention.

The following companies received the highest “recall seeing” scores:

• Aflac
• Ing
• Assurant
• Colonial Life
• Delta Dental

The following companies received the highest “read some” scores:

• Assurant
• Colonial Life
• Guardian
• Transamerica Worksite Marketing
• Mutual of Omaha

“Benefits Selling offers our advertisers in the employee benefits industry valuable feedback from Baxter Research Center on the effectiveness their advertising campaigns,” said Tamara Patterson, publisher of Benefits Selling. “These ad study results help our partners understand if their advertising message resonates in the broker market. The studies show what is working to capture brokers’ attention and address the needs of the broker community.”

Baxter Research Center Inc. is a global marketing information firm supporting the world’s most successful business-to-business media brands.

ABOUT BENEFITS SELLING
Benefits Selling is the authority for brokers and agents selling group and voluntary employee benefit products. As the industry leader, the editorial mission of Benefits Selling is to cut through the fluff and provide brokers with the best sales strategies, reveal upcoming trends and analyze the latest research in order to be the most successful, customer-based brokers in the business. Our goal is to provide the most practical sales-focused information for benefits brokers and agents to help them act as an invaluable resource for their clients. We strive to be the leading resource in the benefits market by delivering exclusive real world sales tactics, news and information through our magazine & web site and by bringing brokers together with other market players on BenefitsPro.com and at Benefits Selling Expo

ABOUT SUMMIT BUSINESS MEDIA
Summit Business Media is the leading B2B media and information company serving the insurance, financial services, legal and investment advisory markets. Summit strives to be “The Next Generation of Business Information” for executives and practitioners by providing breaking news and analysis, in-depth practice management strategies, business-building techniques and actionable data. Summit services the information needs of its customers through numerous channels, including digital, print, and live events. For more information, please visit SummitBusinessMedia.com.

Contact:
Tamara Patterson
Publisher, Benefits Selling
720-895-4988
tpatterson@benefitspro.com
BenefitsPro.com

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