ON THE SPOT: NATIONWIDE/MCKINNEY, DURHAM, N.C.

E.J. SCHULTZ

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ON THE SPOT: NATIONWIDE/MCKINNEY, DURHAM, N.C.

机译：现场:全国/麦金尼,北卡罗来纳州达勒姆

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Nationwide's leather-clad insurance pitchwoman is sneaking into a new dwelling: an apartment, as the company puts new emphasis on renter's insurance. The insight comes from a recent analysis of Census Bureau data by USA Today showing that among households headed by 25- to 34-year-olds, the number of renters jumped more than 1 million from 2006 to 2011, while the number who owned fell nearly 1.4 million. Millennials are "holding off marriage longer, and that means they rent for even longer," said Nationwide Chief Marketing Officer Matt Jauchius. "There is a real need here that isn't being met." Yet the reference in the spot to apartment-owning is deliberately subtle because Nationwide also wants the ad to resonate with homeowners, whose premiums totaled $50.1 billion in 2011 compared with $2 billion for renters, according to the Insurance Information Institute.

机译：全国的皮衣的保险一心溜进一个新住所:公寓,公司新强调房屋租赁保险。今日美国人口普查局数据的分析家庭由25 -中显示34岁,租房者的数量增加了更多从2006年到2011年超过100万,而拥有数量下降了近140万人。千禧一代是“推迟婚姻,和说:“这意味着他们租金甚至更长全国首席营销官马特Jauchius。“这里是一个真正的需要没有得到满足。”然而,在现场apartment-owning参考是故意的,因为全国范围内吗希望广告能产生共鸣的房主的在2011年相比费用总计501亿美元以20亿美元为租房者,根据保险信息研究所。

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《Advertising age》 |2014年第6期|6-6|共1页
作者
E.J. SCHULTZ;
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正文语种英语
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Property Leasing; household; censusspot fishtenantsinsurance;

机译：物业租赁;家居;普查现货鱼租户保险;

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ON THE SPOT: NATIONWIDE/MCKINNEY, DURHAM, N.C.

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