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Essay / Research Paper Abstract
A 9 page overview of the development of MasterCard’s innovative advertising campaign. This paper details the research that went into designing the campaign. Bibliography lists 3 sources.
Page Count:
9 pages (~225 words per page)
File: AM2_PPmarketingMCpriceless.rtf
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Unformatted sample text from the term paper:
is MasterCards "Priceless" campaign. This campaign uses emotion as no campaign has ever used emotion before. The intent, of course, is to approach the American consumer as they
have seldom been approached before, to provide them with an emotionally justifiable reason for making credit card purchases. MasterCards advertising campaign evokes emotions such as love, satisfaction, and pride
to approach the consumer in a memorable and unique way. In devising the MasterCard campaign, the marketers were interested in identifying
the "Psychic space" that MasterCard occupied in the publics perceptions and in quantifying how that psychic space had changed over time. These changes included the way Americans perceived success
and the symbols they associated with that success. These symbols included designer clothes, the ability to shop at prestigious stores and stay at luxury hotels, expensive cars, and perhaps
most importantly from the marketing objective, having possession of a prestigious credit card. The marketing firm found that the symbols that had been important during the materialistic 1980s, however,
were in fact decreasing in importance. Indeed, the symbols that people associated with success had changed over time and that factors such as being in control of ones life,
being satisfied with ones life, enjoying a good family life, and being able to afford what was really important were becoming progressively more important. This market analysis prompted
the marketing company to more effectively target what they labeled as the "good spenders", those spenders that didnt use their credit cards for luxury consumer goods but rather for purchases
that they considered "necessary and justified". "Good spenders", according to the marketing companys new definition, use credit cards not for ancillary purchases but rather for important things, for things
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