1.what is the primary objective of the \"priceless\" campaing? 2.does the \"pric

Question

1.what is the primary objective of the "priceless" campaing?

2.does the "priceless" campaign use an informational or an emotional appeal?

3.given its various target markets, which media are most appropriate for each market?

4.how can mastercard integrate the princeless" campaign into a public relations program?

5. which sales promotion tactics could mastercard employ?

RTISING, PUBLIC RELATIONS, AND SALES PROMOTIONS CHAPTER N to a Yankees game with an ex-Yankec INETEEN tic , and VIP dinin ned by a famed chef.5. The idea, says experiences designed 605 erCard's chief marketing officer, is to transform consum- the card from simply part of a priceless perceptions of An endless entree. £5 ers ment to being the force that enables such ex Aslow spaghett 68 50 A leisurely fatte. 12 95 periences. In titive markets, when most competitors focus on dea and discounis, the MasterCard campaign attracts attention by lng to emotions rather than to wallets and stressing un- A quick bite with a friend Priteless appealin forg ettable experiences rather than cost savings. The cam n forges an additional bond with card users, because paign laces MasterCard at the center of these memorable it social activities ran in more than 100 countries and aired in more than 50 languages, and the overall campaign uses print, radio, transit, outdoor advertising, and television. It also includes digital platforms to drive home its message, including a new section of the MasterCard website created specifically for the campaign, as well as social media channels such as Facebook and Twitter. Cardholders register at the site to access special offers; World Elite MasterCard holders get special offers as well as preferred access to the events With its continued efforts to keep the campaign fresh and interesting, MasterCard followed up on the Cities function with "Priceless Surprises," an initiative in which famous com pany endorsers surprise their fans. The resulting advertising. especially a spot in which Justin Timberlake knocked on the door of a woman who claimed to be his biggest fan, led others to believe that using MasterCard could someday lead to a sim- ilar surprise.57 There are some things money can't buy. for everything else there's MasterCar Accepted wherever friends meel and time flies Marketers must continuously evaluate their advertising campaigns and update them to ensure they are effectively communicating with their customers. New channels like social marketing shopping behaviors, creating opportunities that must be considered as part of ing strategy. In announcing plans for the future, MasterCard notes the potential of virtual reality platforms and interactions as a way to keep its promises "Priceless. "58 Thu MasterCard continues to demonstrate, even the bst ideas ncd new infusions and innova- through tions to keep appealing to their target The MasterCard "Priceless can change MC campaign has been going any market- strong for more than 20 years continuously adjusting to appeal as to diff nova- through erent target markets multiple media channels Source Mastercard

Explanation / Answer

Ans 1=The primary aim was to differentiate MasterCard in the American marketplace.

Ans 2=The emotional appeal portraying nostalgia & family warmth

Ans 3=To aid ‘Priceless’ survive in the digital era, MasterCard developed the concept of ‘Priceless Cities.’

Bringing this campaign into the social & digital media platform aided it scale its message. Currently the campaign runs in more than two hundred nations in various languages.

ANS 4=The marketing operations combine ads, promotions, sponsorships, consumer marketing, interactive media & PR as elements of an integrated program planned to enhance customer awareness of MasterCard & its usage.

MasterCard attempts to drive business for their clients by sponsoring a multiplicity of entertainment & sporting properties

They attempt to sponsor diverse events focusing on multiple target audiences, comprising a sponsorship program in fashion with the intent of increasing brand awareness among affluent clients.

ANS 5=To promote the usage MasterCard cards, it conducts numerous promotions on a regional & national basis, usually in union with merchants / clients. Priceless.com is a website that enables customers to involve directly in brand programs/ promotions/ merchant offers, & gives pertinent info about MasterCard cards & its services.

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