Are humorous insurance ads effective?

Gary Strauss in the July 26, 2012 issue of USA Today discussed if the humorous approach to selling insurance is effective.

While insurance companies have created icons (eg. Geico's gecko, Progressive's Flo, Allstate's Mayhem, etc.), they have not necessarily seen an increase in business.

This is another example of how advertising agencies strive to be creative but are not effective in helping their clients increase business.

Companies should examine how long they want to want to run with a campaign before they look hard at its benefits to bottomline considerations.

Read the insightful article here.