Side-Stepping The 'A' Word

Panko, Ron
December 2007
Best's Review;Dec2007, Vol. 108 Issue 8, p84
Trade Publication
The article focuses on the annuity marketing campaigns of leading insurers in the U.S. to make people feel at ease while discussing retirement planning with their financial advisers. The television commercial of Axa Equitable Life Insurance Co. featured an 800-pound gorilla that showed up in people's homes to talk to them about them not preparing for retirement. The author inferred that the brand of Metropolitan Life Insurance Co. (Metlife) is known through its association with Snoopy.


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