TITLE

Online review is next step in Discover repositioning

AUTHOR(S)
Cardona, Mercedes M.; Chura, Hillary
PUB. DATE
January 2000
SOURCE
Advertising Age;1/31/2000, Vol. 71 Issue 5, p8
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports that Discover Financial Services has been searching for an interactive advertising agency in order to distinguish itself from credit card rivals. The company is also searching for a public relations agency to replace Fleishman-Hillard, Chicago. Agencies will receive requests for proposals in early February 2000 on that review. Discover's repositioning efforts include a revamped web site, a new advertising campaign from Goodby and an increased focus on events and promotions. U.S. credit card companies are all mining Internet users as a source of growth. According to a recent study by Internet market researcher CyberDialogue, the number of consumers using cards for online transactions jumped to 19.2 million by the third quarter of 1999, from 9.3 million in 1998 and 4.9 million in 1997.
ACCESSION #
2733624

 

Related Articles

  • Discover ads 'slightly' shift to brand. Cardona, Mercedes M.; Cuneo, Alice // Advertising Age;11/20/2000, Vol. 71 Issue 48, p3 

    The article reports on the launch of advertising campaigns for the United States-based Discover Financial Services which were unveiled in November 2000 and were created by the San Francisco, California-based advertising agency Goodby, Silverstein & Partners. The agency has launched a tagline for...

  • Discover Ads Tout Cashback Rewards.  // American Banker;8/26/2009, Vol. 174 Issue 162, p8 

    The author reports on an advertising campaign revolving around cash back bonus rewards offered to customers by the company Discover Financial Services. Topics discussed in the article include the types of advertisements included in the campaign, stories that are being told in the advertisements...

  • Discover Campaign Promotes Rewards.  // American Banker;4/9/2009, Vol. 174 Issue 68, p16 

    The article discusses an advertising campaign launched by Discover Financial Services meant to promote its 5% cash-back reward program. Discover will focus on different merchant categories each quarter, the article states. Commentary is provided by Larisa Drake, Discover's vice president of...

  • Branding efforts surge as financial services take share fight upscale. Fitzgerald, Kate // Advertising Age;9/25/2000, Vol. 71 Issue 40, ps18 

    The article looks at the performance of the financial services sector in the United States as of September 2000. Visa USA has continued its strategy of concentrating on a few, big sponsorships on which it layers various promotional efforts. Discover Card has introduced its first Platinum...

  • DISCOVER PLANS TO PROMOTE CASH BACK FEATURE EACH QUARTER.  // CardLine;4/10/2009, Vol. 9 Issue 15, p14 

    The article reports that Discover Financial Services Inc., plans to focus on a different category for each quarter, according to Larisa Drake, vice president of brand communications. Discover launched an advertising campaign to promote its 5% cash-back rewards program at home improvement stores...

  • DISCOVER LAUNCHES NEW AD CAMPAIGN TO PROP UP REWARDS.  // CardLine;4/10/2009, Vol. 9 Issue 15, p6 

    The article reports that Discover Financial Services Inc. has launched a new advertising campaign on television and Internet broadband that promotes a 5% cash-back bonus on purchases Discover credit card holders make at home-improvement stores. The company says future advertisements will focus...

  • CAMPAIGNS.  // DM News;5/4/2009, p10 

    The article presents the advertising campaigns for MasterCard Inc. MyPlash prepaid card and Discover Current card from Discover Financial Services for teenagers in the U.S. It notes that the MyPlash banner advertisements appeared on the official websites of celebrities to attract teenagers. It...

  • Discover Plans Campaign To Boost Consumer Use. Aspan, Maria // American Banker;5/5/2008, Vol. 173 Issue 86, p6 

    The author reports on plans by Discover Financial Services LLC to increase the number of customers who use their credit cards. An advertising campaign which the company is planning on rolling out to encourage customers to use their credit cards is mentioned. Comments made by Harit Talwar, the...

  • Hot spot: Discover Card.  // Advertising Age;8/19/1996, Vol. 67 Issue 34, p29 

    Presents an advertisement for Discover Card's campaign which breaks in September 1996. Creator of campaign; Showing of what is on the card statements of celebrities; Television and magazine advertisements.

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics