$1.$Case $5-$ step and get a free quote, read more about specific types of policies, or contact

customer service with just a click or a call, day or night. Messages about GEICO's high

levels of customer satisfaction and brand loyalty have more credibility because they are

based on expert sources named on the website: The University of Michigan's American

Customer Satisfaction Index and the Brand Keys Customer Loyalty Engagement Index.

To support its aggressive expansion into motorcycle insurance, GEICO recently

set up MyGreatRides com as a social networking website for motorcycle enthusiasts.

The idea is to provide an online forum for motorcycle owners to post upcoming events,

exchange views about favorite bike brands, and show off their tricked$-$out rides.

Although the GEICO brand is nowhere to be found on the website, the company sees it

as an investment in learning how consumers think and feel about everything related to

their bikes, including insurance. $"$If we can learn more about the needs of motorcycle

riders and what kind of service they expect, we think it will help us with our current

customers and potential ones," says GEICO's director of motorcycle products.

GEICO's Corporate Community Citizens program fosters positive consumer

attitudes through the company's involvement with local causes and organizations. Not

only does GEICO donate money to nonprofit groups all around the United States; its

employees also volunteer their time for causes such as Habitat for Humanity home$-$

building projects, Bikers for Tykes motorcycle rally fundraisers, and Big Brothers$/$Big

Sisters activities. One of GEICO's many auto safety initiatives is the Safety Belt Poster

Contest, in which school$-$age children submit artwork for posters that remind drivers

about the importance of buckling up for safety. Local efforts such as these link the

GEICO name with worthwhile causes that touch an emotional chord with consumers. Despite increased competition from its larger rivals, GEICO's approach to

marketing car and motorcycle insurance has been extremely effective. The company

currently serves more than $7$ million customers and, according to J$.$D$.$ Power &

Associates studies, enjoys high brand awareness as well as the highest new$-$customer

acquisition rate among the major insurers. Watch for GEICO to keep driving toward

higher market share by reaching out to car and motorcycle drivers all over the United

States.$\text{'}$

Case Questions

Does GEICO appear to be using marketing communications to change consumers'

beliefs, change their evaluations, add a new belief, encourage attitude formation

based on imagined experience, or target normative beliefs? Explain your answer.

What role does source credibility play in GEICO's marketing communications?

Do you agree with GEICO's decision not to show its brand on the

MyGreatRides.com website? How$2$

GEICO Makes Its Case for Savings and Service

GEICO is the number$-$four U$.$S$.$ car insurance firm, behind State Farm, Allstate,

and Progressive, yet its $$500$ million annual budget for marketing communications is by

far the industry's largest. GEICO uses this budget to great advantage with a wide

variety of messages in a variety of media to influence consumers' attitudes toward its

insurance offerings, which include coverage for cars, motorcycles, homes, and

recreational vehicles. In a product category in which consumers do not switch from one

brand to another without considerable thought, GEICO's communications give drivers

something to think about and steer them toward positive brand attitudes.

The company's messages use strong arguments focusing on savings and

service to get consumers thinking about the cost of car insurance. Some of its

comparative messages show exactly how much money a particular consumer saved by

switching from a competing insurance company to GEICO, information that enhances

the product's believability. In a variation on this theme, many of its comparative ads say

that "fifteen minutes could save you fifteen percent." This message encourages

consumers to calculate how much less they could be paying for car insurance if they

were GEICO customers. It also reassures consumers by telling them that making the

switch to GEICO will be quick and easy.

Every ad not only mentions the brand name but also gives GEICO's toll$-$free

phone number or its website $($or both$)-$a call to action for consumers to take the next Does GEICO appear to be using marketing communications to change consumers$$

beliefs, change their evaluations, add a new belief, encourage attitude formation

based. Please answer $1,2,3$ questions please.