Abstract:
This study came to highlight the status of the advertising
strategy in supporting the integrated marketing communication LA
CAAT at the level of the Algerian Insurance Company. Integrated
marketing and dependent variable represented in the advertising
strategy.
The current study aimed to show the great role played by the
advertising strategy in supporting integrated marketing
communication and to answer the problematic of the study and test the
validity of the hypotheses. We distributed a written questionnaire to a
sample of its employees amounting to 30 individuals. In addition to
conducting a series of interviews with its employees, this is to collect
information and statistical data, which resulted in a number of results
after analyzing and interpreting them, which are summarized below.
1/ The Algerian Insurance Company relies directly on the
advertising strategy through its direct advertising using various
advertising means in addition to a group of promotional and service
activities.
2/ The Algerian Insurance Company applies the concept of
integrated marketing communications in a remarkable way because it
in constant contact with its customers, taking advantage of the
means of the advertising strategy to consolidate its relations with its
customers and enhance their confidence in them.
