Going First Class Or Stay Home

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Go First Class or Stay Home In its early years, GEICO was a small company that specialized in selling insurance to a small slice of the American public. Its founder, Leo Goodwin, had first worked at USAA, a company that sold insurance to military officers and whose corporate leadership was dominated by former senior military officers. As a non-military person, Goodwin saw that his opportunities for advancement into upper management at USAA were limited and he struck out on his own in 1936. His new company would sell insurance to a different niche market, federal government employees, and its acronymic name would stand for Government Employee Insurance Company. In the mid-1970s GEICO changed its business model and began to sell to the…show more content…
The organization known as AARP was originally the American Association of Retired People but has dropped the full name for the less specific initials, an oft used strategy by groups or corporations that are trying to broaden their markets, their customer base, or their appeal. How many of us remember what the initials IBM, PPG, or SAS once meant? AARP has long sought to include all people aged 50 or more, regardless of their employment status. Given the size of the baby-boom cohort AARP has a large pool of potential members and readers of their magazine, which until 2002 was known as Modern Maturity. Images promted by that name, like those caused by the former full association name probably cried out for something that sounded less, well, fogey-ish. The magazine publishes three versions for different age groups: "50-59, 60-69 and 70-plus" and while "those versions are not ad versions, they’re editorially versioned" with different articles, the ads can be targeted to the different versions (Vasquez). The imagery used in the AARP – The Magazine ad features a view through an airline window that shows an airplane
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