Capital One: Launching a Mass Media Campaign

Good Essays
Topics: Advertising, Brand
CAPITAL ONE: LAUNCHING A MASS MEDIA CAMPAIGN
Why are we advertising? * To create more awareness and communicate a position in the Canadian marketplace * To change negative attitude of Canadian consumers towards credit cards * To correctly deliver the message to Capital One’s target audience group and thereby increase revenues and reduce defaults
Who are we talking to?
The target customers are prime and subprime customers. It started with 9.9 introductory offer which is priced very low. This seemed very attractive to revolving prime customers. Low interest rates are always attractive to revolvers than transactors. Previously subprime customers were ignored and Capital One is offering products to them which were not available earlier. Further Capital One didn’t rely on reward programs or partner in Canada. Reward programs are generally desired by super prime costumers.
What do they think about the brand now?
Up until now, Canadians primarily knew Capital One as a price player. But because of U.S. advertising spillover few of them are aware of it as “great value without the hassle.”
What should they think after seeing the ad?
The target audience should feel that Capital One offers a great value and hassle free transactions.
Subprime customers should be able to feel that they are no longer ignored and new offers have come for them and that they can also have credit cards now.
Prime revolvers should be able to think of replacing their primary card with Capital One because of its low cost or other rewards.
Others should feel Capital One is more convenient and it offers better service than other banks.
Proposition/ USP? * Offering the lowest rates in the country, much below its competitors * Constantly provide new products to perfectly align to the needs of select customers
Substantiation
In print ads, substantiation can be done by comparing different credit card services as shown in Exhibit 10. This will help customers in evaluating

You May Also Find These Documents Helpful

  • Satisfactory Essays

    disadvantages of one mass media Writing In the modern twenty-first century, media has played an irreplaceable role of people’s daily life. Among many kinds of mass media like TV, newspaper, books… the Internet stands out to be one of the most important and essential kinds of media, even considered as the most crucial one. The Internet has greatly benefit human in the modern life since the first day of its existence, despite having been existing for only one century, much less than other kind of media, such…

    • 753 Words
    • 4 Pages
    Satisfactory Essays
  • Good Essays

    Mass Media

    • 4371 Words
    • 18 Pages

    CJT 645: Proseminar in Mass Communication Theory Spring 2011 Wednesday 1:00- 3:30 p.m. 223 Grehan Building Instructor Dr. Phil Hutchison phillip.hutchison@uky.edu or uofuhutch@hotmail.com 112 Grehan Building 323-3663 (no answering machine) TH 7:30-10:30; W 12-1 or by appointment Course Description This course offers a critical overview of evolving theories and research into “media effects,” which we will loosely define as the social impact of media exposure. In this context, we will…

    • 4371 Words
    • 18 Pages
    Good Essays
  • Good Essays

    Mass Media

    • 1030 Words
    • 5 Pages

    last five decades or so, the media and its influence on the societies, has grown exponentially with the advance of technology. First there was the telegraph and the post offices, then the radio, the newspaper, magazines, television and now the internet and the new media including palmtops, cell phones etc. There are positive and negative influences of mass media, which we must understand as a responsible person of a society. Before discussing the influence of mass media on society it is imperative…

    • 1030 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Mass Media

    • 10499 Words
    • 42 Pages

    Mass media denotes a section of the media specifically designed to reach a very large audience such as the population of a nation state. The term was coined in the 1920s with the advent of nationwide radio networks, mass-circulation newspapers and magazines. However, some forms of mass media such as books and manuscripts had already been in use centuries. The term public media has a similar meaning: it is the sum of the public mass distributors of news and entertainment across media such as newspapers…

    • 10499 Words
    • 42 Pages
    Powerful Essays
  • Powerful Essays

    Mass Media

    • 6801 Words
    • 28 Pages

    The Mass Media 1. Functions i. Information Function ii. Surveillance Function iii. The Social Function - Entertainment - Socialisation iv. Commercial Function v. Political function 2. Key types i. Traditional Media - Print (newspapers, magazines, billboards, books) - Electronic Media (radio, television, film) ii. New Media - web-based and mobile technologies (the Internet, social media, etc) 3…

    • 6801 Words
    • 28 Pages
    Powerful Essays
  • Satisfactory Essays

    Mass Media

    • 3889 Words
    • 16 Pages

    |Media and American Culture | Copyright © 2013, 2012, 2011, 2010, 2009 by University of Phoenix. All rights reserved. Course Description The course provides an introduction to the most prominent forms of media that influence and impact social, business, political, and popular culture in contemporary America. It explores the unique aspects of each medium as well as interactions across various media that combine to create…

    • 3889 Words
    • 16 Pages
    Satisfactory Essays
  • Good Essays

    Mass Media

    • 3243 Words
    • 13 Pages

    kinds of media and the types of content that satisfy their social and psychological needs. Researchers Jay G. Blumer and Elihu Katz introduced the Uses and Gratification Theory not asking the question of "What do media do to people?" rather asking, “What do people do with media?" The Uses and Gratification Theory A theory of Mass Communication that places the needs, motives and gratifications of media users in the center of interest and sees media users playing an active role in the media consumption…

    • 3243 Words
    • 13 Pages
    Good Essays
  • Good Essays

    Capital One

    • 1070 Words
    • 5 Pages

    Capital One Financial Corporation 1. How is Capital One’s use of IT different from other mass customization strategies? Capital One uses IT through its information-based strategy (IBS) to “record, organize, and analyze data on the characteristics and behaviors of their customers,” as stated by CEO Richard Fairbank. Their philosophy was to exploit information by constructing scientific models that could be used to both assess the creditworthiness of potential cardholders through…

    • 1070 Words
    • 5 Pages
    Good Essays
  • Good Essays

    The Mass Media

    • 7321 Words
    • 30 Pages

    Setting the Agenda The Mass Media and Public Opinion Maxwell McCombs polity Copyright O Maxwell McCombs 2004 T h e right of Maxwell McCombs to be identified as Author of this Work has been asserted in accordance with the UIC Copyright, Designs and Patents Act 1988. First published in 2004 by Polity Press Polity Press 65 Bridge Street Cambridge CB2 lUR, UIC. Published in the United States and Canada by Blackwell Publishing Inc. 350 Main Street Malden, MA 02148, USA All rights reserved.…

    • 7321 Words
    • 30 Pages
    Good Essays
  • Satisfactory Essays

    mass media

    • 791 Words
    • 4 Pages

    University of Phoenix Material Consumption and Mass Media Worksheet 1. Respond to all questions with academic paragraphs of at least 50 words. State your point of view and explain it thoroughly. What is conspicuous consumption? How does conspicuous consumption influence purchasing decisions? Think about a high-priced item that you have bought or would like to buy. To what extent does conspicuous consumption affect your decision? Conspicuous consumption Is the act or practice of spending…

    • 791 Words
    • 4 Pages
    Satisfactory Essays