The first campaign I am going to look at is the Barclays contactless payments.
Parts of the promotional mix
1. Advertising (Any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor) 2. Sales Promotion (Short-term incentives to encourage purchase or sales of a product or service) 3. Public Relations (Building good relations with the company’s various publics by obtaining favourable publicity, building up a good ‘corporate image’, and handling or heading off unfavourable rumours, stories, and events) 4. Personal Selling (Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships)
Barclays used advertising for this campaign as they had a TV advert, information on their own website, leaflets in store, adverts on bus stops and posters. The Barclays contactless payment is a new technology in card transactions which enables customers to make a payment of £15 or under without having to use the chip and pin device. On their website Barclays defines the new system as “quick and simple way to pay for small transactions using your debit or credit card.” It is available to all current Barclays customers for their debit or credit card. The new system is aimed at working people, people with a busy lifestyle who do not always carry around change and would like an easier and faster way to make small payments. As this product is simply a new concept that is available as part of Barclays services there is no cost to the customer for this and is available by getting a new debit or credit card with the correct chip inside to enable this transaction. This Barclays campaign used above the line media which refers to promotion that is carried out through independent media such as; TV, radio, newspapers, billboards, taxis, internet, mobile phones, email, packaging and product placing.
The Barclays brand image is supported...