|
|
Article: Petplan hardens DRTV in competitive market.(Brief Article)
- Article from:
- Precision Marketing
- Article date:
- September 11, 2000
- Author:
CopyrightCOPYRIGHT 2000 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
PETPLAN is launching a DRTV campaign, designed to stake its claim as a long-established provider in the pet insurance market and shake off growing competition from dot.com rivals.
Previously, Petplan focused ads on promoting the general concept of pet health cover, but now that is widely understood, the company is looking to promote the specifics of its products more aggressively.
"Established direct insurers, broader financial organisations and Internet companies are all looking for new ideas and pet insurance is a fairly straightforward product so ...