If gold medals had been awarded for advertising consistency, the credit card market could be the Sarah Hughes of the organization planet. Key players Visa and MasterCard, who've maintained their steady rates of spending and commitment to their positioning platforms for years, will stick to their established routines this year. Freshening their programs is going to be updated creative as well as the occasional push behind new items and promotions.
Discover and American Express will mix it up by introducing new taglines, but they are going to maintain to their conventional major ad spends to bring their messages to buyers.
MasterCard, which final year spent $197 million, per CMR, will continue its effective "Priceless" campaign by way of 2002. Moreover to common brand-building spots, MasterCard will use advertising to support a number of key promotions. One summer spot, by way of example, will tout its Main League Baseball sponsorship and also a program referred to as "Memorable Moments." The promotion asks fans to vote for their best baseball moments, using the winners slated for recognition within the Baseball Hall of Fame. A different ad highlights the "Priceless Edge" internship program, a youth-focused initiative providing participants the opportunity to take entertainment organization classes and function on MTV's Music in High Locations.
MasterCard also will feature its sponsorship of the FIFA Planet Cup, especially in reaching out to Hispanic audiences.
Holiday will likely be an essential period for the brand. Debra Coughlin, svp-global North American brandbuilding for MasterCard, stated final year's promotional-driven advertising, which focused on "priceless" gifts that could possibly be won by way of making use of the card, worked especially nicely.
Visa, not surprisingly, also plans to invest within the fourth quarter. "That's when there is certainly an inordinate quantity of retail spending, so it is an crucial time frame for a usage message," stated Liz Silver, Visa svp-advertising and brand management. Back-to-school is an additional key period.
Visa will maintain the longtime "It's everywhere you would like to be" positioning this year. With plenty of dollars allocated to its 2002 Olympics sponsorship, significantly of Visa's other advertising will focus on its key partnerships using the National Football League, NASCAR, the Triple Crown and Broadway.
Besides common branding and usage ads, Visa will support the check card (a "six degrees of Kevin Bacon" spot presently is running) and its "Verified by Visa" item, an on the web authentication service for card users producing Web purchases. Visa's ad invest final year was $251 million, per CMR.
American Express, which spent $154 million in 2001, lately launched an extensive brand campaign using the new tag, "Make life rewarding." The initial phase consists of nine Television spots, some of which highlight the overall brand although other people feature certain AmEx services, for example monetary preparing or travel help. AmEx also bowed ads for its new tiny organization network, OPEN, earlier this year.
Discover Card, meanwhile, is bringing back the "It pays to discover" tag, changing "For the slightly smarter consumer." This summer, Discover will communicate the convenience of its just-introduced 2G0 card, an oblong-shaped card housed in a plastic case that will be attached to a key chain. Discover also will continue its sponsorship of ESPN's College GameDay program, with promotions and advertising related to college football. New this spring will be the "Discover Card Shops with Lucky" platform, a 12-city tour completed in conjunction with Lucky magazine. The program, which will obtain neighborhood ad support, consists of fashion shows, makeovers and hair consultations at retail locations such as Guess?, Sephora and Nine West. Discover spent $82 million in 2001, per CMR.
Lastly, the buzz about chip cards, a talked-about trend final year as Visa and American Express touted their entries within the category, has quieted. Chips cards carry technologies that may store consumer information and enable specific marketplace segments to be targeted, giving a indicates to retain and reward shoppers. But merchants need to use still-rare readers in order for the cards' positive aspects to activate, creating their actual level of functionality inside the genuine planet low.
Discover and American Express will mix it up by introducing new taglines, but they are going to maintain to their conventional major ad spends to bring their messages to buyers.
MasterCard, which final year spent $197 million, per CMR, will continue its effective "Priceless" campaign by way of 2002. Moreover to common brand-building spots, MasterCard will use advertising to support a number of key promotions. One summer spot, by way of example, will tout its Main League Baseball sponsorship and also a program referred to as "Memorable Moments." The promotion asks fans to vote for their best baseball moments, using the winners slated for recognition within the Baseball Hall of Fame. A different ad highlights the "Priceless Edge" internship program, a youth-focused initiative providing participants the opportunity to take entertainment organization classes and function on MTV's Music in High Locations.
MasterCard also will feature its sponsorship of the FIFA Planet Cup, especially in reaching out to Hispanic audiences.
Holiday will likely be an essential period for the brand. Debra Coughlin, svp-global North American brandbuilding for MasterCard, stated final year's promotional-driven advertising, which focused on "priceless" gifts that could possibly be won by way of making use of the card, worked especially nicely.
Visa, not surprisingly, also plans to invest within the fourth quarter. "That's when there is certainly an inordinate quantity of retail spending, so it is an crucial time frame for a usage message," stated Liz Silver, Visa svp-advertising and brand management. Back-to-school is an additional key period.
Visa will maintain the longtime "It's everywhere you would like to be" positioning this year. With plenty of dollars allocated to its 2002 Olympics sponsorship, significantly of Visa's other advertising will focus on its key partnerships using the National Football League, NASCAR, the Triple Crown and Broadway.
Besides common branding and usage ads, Visa will support the check card (a "six degrees of Kevin Bacon" spot presently is running) and its "Verified by Visa" item, an on the web authentication service for card users producing Web purchases. Visa's ad invest final year was $251 million, per CMR.
American Express, which spent $154 million in 2001, lately launched an extensive brand campaign using the new tag, "Make life rewarding." The initial phase consists of nine Television spots, some of which highlight the overall brand although other people feature certain AmEx services, for example monetary preparing or travel help. AmEx also bowed ads for its new tiny organization network, OPEN, earlier this year.
Discover Card, meanwhile, is bringing back the "It pays to discover" tag, changing "For the slightly smarter consumer." This summer, Discover will communicate the convenience of its just-introduced 2G0 card, an oblong-shaped card housed in a plastic case that will be attached to a key chain. Discover also will continue its sponsorship of ESPN's College GameDay program, with promotions and advertising related to college football. New this spring will be the "Discover Card Shops with Lucky" platform, a 12-city tour completed in conjunction with Lucky magazine. The program, which will obtain neighborhood ad support, consists of fashion shows, makeovers and hair consultations at retail locations such as Guess?, Sephora and Nine West. Discover spent $82 million in 2001, per CMR.
Lastly, the buzz about chip cards, a talked-about trend final year as Visa and American Express touted their entries within the category, has quieted. Chips cards carry technologies that may store consumer information and enable specific marketplace segments to be targeted, giving a indicates to retain and reward shoppers. But merchants need to use still-rare readers in order for the cards' positive aspects to activate, creating their actual level of functionality inside the genuine planet low.
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