Denver, CO, June 14, 2011 – Life Insurance Selling, a Summit Business Media publication, announces the top-performing print advertisements highlighted in a Baxter Research Center, Inc. advertising effectiveness survey of the March 2011 issue.

The Baxter Research ad study measures the overall effectiveness of ads among readers, then reports an ad’s performance in the context of three essential steps to the brand building experience: exposure, engagement, and involvement. The research tracks ad effectiveness in two ways: “recall seeing” and “read some.” (Links to the actual ads of the top performers are linked to their names below.)

An ad’s “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 following companies received the highest recall “seeing” scores:

• Ohio National Financial Services
• Prudential
• Allianz
• American General
• American Equity Investment
• The Standard

An ad’s “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 Life Insurance Selling readers after capturing their initial attention. The following companies received the highest recall “starting to read” scores:

• Sales Art Media
• Prudential
• Allianz
• Ohio National Financial Services
• American General

“Life Insurance Selling continues to provide our advertisers in the life & health insurance market valuable feedback from Baxter Research Center on the effectiveness of their advertising campaigns as a value added service,” said John K. Moore, publisher of Life Insurance Selling. “These ad study results help our partners understand if their advertising message captures the attention of producers and if it resonates in the producer market.”

Baxter Research Center, Inc. (BRC) is a global marketing information firm supporting the world’s most successful business-to-business media brands and professional journals, and is a leading provider of independent, mixed media audience analytics. BRC’s audience metrics guide, optimize and inspire ad-campaign effectiveness in print, digital and online media.

About Life Insurance Selling
Life Insurance Selling is written for the comprehensive producer who offers multiple product lines to clients while focusing on the life insurance product market. Life Insurance Selling offers in-depth, field-tested sales strategies directly from industry producers who provide selling insight and best practices to readers. Life Insurance Selling focuses on innovative and practical sales tools and product information designed to help the producer educate their clients and build their book of business, across a multi-generational client base.

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. Summit publishes 16 magazines and 150 reference titles, operates 20 websites and hosts a dozen conferences, including the world’s largest mining investment conference in South Africa. Summit’s Data division provides financial data on 6,000 insurance companies and detail on nearly one million health and benefits plans in the U.S.

Summit employs 400 employees in eleven offices across the United States. For more information, please visit summitbusinessmedia.com.

Contact:
John K. Moore
Publisher, Life Insurance Selling
(636) 220-2289
jkmoore@lifeinsuranceselling.com
LifeInsuranceSelling.com

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