ABSTRACT
Boston Life Insurance was founded in 1890 as one of the first life insurance companies in the United States. As with most insurance companies, Boston Life had diversified into a financial services company through a variety of acquisitions. Boston Life had an extensive marketing sales force throughout the United States. Boston Life management believed that the company had evolved over the years from one that provided only life insurance to one that provided for the entire family's financial foundation. However, even though Boston Life had some positive attributes, Carl Morgan, the advertising director of Boston Life, wanted to take it up a notch. Carl was concerned that Boston Life was missing out on the younger end of the market by not marketing to them effectively and by not aggressively using the sales force to call on this audience. Jim Walters, the account director of Peabody Agency, began to survey the recent results of the advertising research for Boston Life.
