Astra-Uniqa invests over 2m euros in advertising

Astra-Uniqa, an insurer held by businessman Dan Adamescu and by Austrian group Uniqa, has budgeted expenditures worth over 2m euros for advertising, according to company representatives. Up until 2007, the bulk of the budget was used to promote auto liability insurance (RCA), however, since last year, the company has focused on property insurance in order to develop its operations on this segment. “The main media channels used (in order of how much was invested) are TV, radio, written press, outdoor advertising and the Internet,” says Gabriela Rusu, marketing manager of Astra-Uniqa. However, the most effective promotional channel is direct marketing, for instance approaching the clients through e-mails and by telephone, according to the marketing manager of the insurance company. Additionally, the results of such a promotion are easily quantifiable, and the sums invested are smaller than in the case of TV campaigns.