Erlanger, KY, May 9, 2011 – National Underwriter Life & Health, a Summit Business Media publication, announced the top performing print advertisements highlighted in a Baxter Research Center, Inc. advertising effectiveness survey of the February 21, 2011 issue.

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 National Underwriter Life & Health readers after capturing their initial attention.

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

• Delta Dental
• John Hancock
• NetQuote
• Principal Financial Group
• Prudential Financial

The following companies received the highest recall “starting to read” scores:

• Principal Financial Group
• Ohio National Financial Services
• Prudential Financial
• Delta Dental
• John Hancock

“It is important for our partners to understand how insurance agents respond to their advertisements,” said Tashawna Rodwell, Publisher of National Underwriter Life & Health. “This valuable Baxter Research Center ad study is a great tool for our partners to ensure their ads are addressing the needs of life and health agents.”

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 National Underwriter Life & Health

As the total news source for the life, health and financial services industry, National Underwriter Life & Health is uniquely positioned to provide agents and brokers with timely, insightful information. With the largest, most experienced team of editors in the industry, National Underwriter Life & Health is able to identify, analyze and comment on the latest trends and events for their significance to the market every business day. Available in print, online and via e-newsletters, National Underwriter Life & Health helps life and health agents navigate the specialty markets and sort through critical developments whenever and wherever they are in their day. For more information, please visit LifeandHealthInsuranceNews.com.

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, summitbusinessmedia.com.

Contact:
Tashawna Rodwell
Publisher, National Underwriter Life & Health
(720) 895-3972
trodwell@sbmedia.com
LifeandHealthInsuranceNews.com

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