TITLE

$1 mil millennium

AUTHOR(S)
Fitzgerald, Kate
PUB. DATE
November 1999
SOURCE
Advertising Age;11/1/1999, Vol. 70 Issue 45, p46
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the effort of Discover Financial Services Inc. to reposition its credit card brand with a heavy emphasis on events and promotions to differentiate itself from competitors in the U.S. in November 1999. The first salvo in Discover Card's attack plan is its biggest-ever holiday season promotion, an integrated millennium-theme push combining traditional and online advertising and promotions with on-site marketing at malls. The goal of the promotion is to sign up new cardholders, drive usage and lure people to Discover's revamped online banking and shopping site.
ACCESSION #
2489697

 

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