TITLE

Side-Stepping The 'A' Word

AUTHOR(S)
Panko, Ron
PUB. DATE
December 2007
SOURCE
Best's Review;Dec2007, Vol. 108 Issue 8, p84
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
27820069

 

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