The Role of Media in Developing the Culture of Insurance - Survey Study in the National Insurance Company

Abstract

The aim of this research is to motivate insurance companies to take care of modern media to awareness consumers about the importance of the insurance services and to identify the role which played by the media in the development of insurance culture, especially if we know that there are broad categories of our society that do not have the minimum awareness about insurance services. The research included a theoretical framework to define the nature of insurance services, their characteristics and relationship with the media. The Iraqi National Insurance Company was chosen as a field for the application of the research to identify the attitudes and opinions of its employees and then come up with a number of proposals to contribute in the improvement of the company's performance. The research used a questionnaire form as a tool for study.. The research has reached to number of conclusions, including a strong correlation between the media and the development of the insurance culture because the company has a specialized department that manages advertising programs for the company's services. However, there is insufficient advertising programs, conferences and educational seminars through the visual media or audio, The study presented a number of recommendations, including the need to activate the role of media and attention in the company's advertising programs and the need to learn about the experiences of others in order to benefit from them and transferring of modern experiences and opening new horizons in the field of media and a new opportunities to develop the insurance culture and the need to adopt a strategic vision takes into account the criteria of competition in the media, especially the insurance sector in Iraq is open to large investments in the field of insurance allowed by the laws and legislation.