Bookmarks Window Help ezto.mheducation.com Ch 18 Critical Thinking The tagline C

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Bookmarks Window Help ezto.mheducation.com Ch 18 Critical Thinking The tagline Case Analysis In 1966, a group of California banks created a member-owned association called the Interbank Card Association. This association grew its services, changing its name to MasterCard in 1979. As it reached new markets across the globe, MasterCard focused on technology innovation to help make economic transactions faster, more convenient, and more secure. Today MasterCard's technology platform can handle more than 160 million transactions every hour with a 99.9 percent reliability rate. The company has issued a contactless smart card that communicates with terminals via radio waves. This payment method does not require a signature and can be a card or key fob that is tapped rather than swiped; it also appears as a smartphone app. To provide even more value to customers, the company has added sophisticated consulting and infomation services that help merchants gain insight into consumer spending, according to their transaction data and in-depth analyses. In 1997, MasterCard, working with McCann Erickson Worldwide, began its Priceless campaign by identifying its target audience, which in this case focused on consumers. The campaign stressed the relationship between the card and experiences, as opposed to possessions. In one early TV ad, the cost of tickets, refreshments and souvenirs at a game were tied to the priceless opportunity for meaningful conversation between father and son, to invoke both happiness and love. The Priceless campaign included various promotions and competitions, in addition to these television spots.

Explanation / Answer

1) Love, happiness and unforgettable memories

2) To provide consumer with memorable experience

3) Outdoor advertising along withslice of life experience

4 i)card and possession appeal ii) Card and experiences

5) understand the competitors campaign and then adding new infusions and innovation in their new campaign

6) cost of ticket, refreshment and souvenirs

7) to make memories and have an unforgettable experiences

7)

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