MasterCard turns up heat

McManus, John; Fitzgerald, Kate
July 1990
Advertising Age;7/16/1990, Vol. 61 Issue 29, p1
Trade Publication
The article reports that MasterCard International Inc. will launch its "MasterValues" promotion that will give its cardholders a discount at seven retailers in the fourth quarter of 1990. The bank will spend more than $10 million in a special holiday advertising campaign created by Lintas:New York. Retailers, which will get exposure in promotion and MasterCard statement inserts, will provide the discounts in return for being included in the promotion. The bank is targeting the core competition with the promotion.


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