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Credit cards
By Sylvester Marc
If gold medals were awarded for marketing consistency,
the credit card industry would be the Sarah Hughes of
the business world. Major players Visa and MasterCard,
who have 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 will be updated creative and
the occasional push behind new products and promotions.
Discover and American Express will mix it up by introducing
new taglines, but they will keep to their traditional
big ad spends to bring their messages to consumers.
MasterCard, which last year spent $197 million, per
CMR, will continue its successful "Priceless"
campaign through 2002. In addition to general brand-building
spots, MasterCard will use advertising to support several
key promotions. One summer spot, for example, will tout
its Major League Baseball sponsorship and a program
called "Memorable Moments." The promotion
asks fans to vote for their top baseball moments, with
the winners slated for recognition in the Baseball Hall
of Fame. Another ad highlights the "Priceless Edge"
internship program, a youth-focused initiative offering
participants the chance to take entertainment business
classes and work on MTV's Music in High Places.
MasterCard also will feature its sponsorship of the
FIFA World Cup, particularly in reaching out to Hispanic
audiences.
Holiday will be an important period for the brand. Debra
Coughlin, svp-global North American brandbuilding for
MasterCard, said last year's promotional-driven advertising,
which focused on "priceless" gifts that could
be won through using the card, worked particularly well.
Visa, not surprisingly, also plans to spend in the fourth
quarter. "That's when there is an inordinate amount
of retail spending, so it's an important time frame
for a usage message," said Liz Silver, Visa svp-advertising
and brand management. Back-to-school is another key
period. Visa will keep the longtime "It's everywhere
you want to be" positioning this year. With lots
of dollars allocated to its 2002 Olympics sponsorship,
much of Visa's other advertising will focus on its key
partnerships with the National Football League, NASCAR,
the Triple Crown and Broadway.
Besides general branding and usage ads, Visa will support
the check card (a "six degrees of Kevin Bacon"
spot currently is running) and its "Verified by
Visa" product, an online authentication service
for card users making Internet purchases. Visa's ad
spend last year was $251 million, per CMR. American
Express, which spent $154 million in 2001, recently
launched an extensive brand campaign with the new tag,
"Make life rewarding." The initial phase includes
nine TV spots, some of which highlight the overall brand
while others feature specific AmEx services, such as
financial planning or travel assistance. AmEx also bowed
ads for its new small business network, OPEN, earlier
this year.
Discover Card, meanwhile, is bringing back the "It
pays to discover" tag, replacing "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 can 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 is the "Discover
Card Shops with Lucky" platform, a 12-city tour
done in conjunction with Lucky magazine. The program,
which will receive local ad support, includes fashion
shows, makeovers and hair consultations at retail locations
including Guess?, Sephora and Nine West. Discover spent
$82 million in 2001, per CMR.
Finally, the buzz around chip cards, a talked-about
trend last year as Visa and American Express touted
their entries in the category, has quieted. Chips cards
carry technology that can store consumer data and allow
particular market segments to be targeted, giving a
means to retain and reward customers. But merchants
must use still-rare readers in order for the cards'
benefits to activate, making their actual level of functionality
in the real world low.
Marc Sylvester is expect based in
Edison, NJ. He holds expertise in the banking and finance
sector and is a conultant to leading business houses.
http://www.imdollar.com/credit-card/
http://www.imdollar.com
Article Source: http://EzineArticles.com/
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