Credit cards go to high school: brand-building, gingerly, in the corridors

Article Abstract:

The saturation of the college credit card market has forced card issuers to consider targeting high school students, raising the prospect that 15-year-olds might soon be eligible for major credit cards with $200 limits. Both MasterCard and Discover are trying to lay the groundwork by distributing financial education publications in high schools. These early attempts at instilling brand loyalty seem to be paying off: survey results indicate that 60% of all college students keep their first credit-card brand for life.

Personal credit institutions, Children as consumers, Child consumers, Discover Credit Corp.

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MasterCard seizes the moment

Article Abstract:

Mastercard International Inc (MC) is reviewing its marketing strategy. MC has lost market share, has developed no market niche, and has not communicated the advantages its card has over the others. MC has concluded that its 1990's shift from glamor to an everyman focus is correct. The problem has been that it has done a very poor job convincing consumers. So MC is reviewing its advertising account, currently held by Lintas: Worldwide, and is increasing its advertising by 30% to $60 million.

Short-term business credit, Ammirati Puris Lintas Inc.

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$60 million direct-marketing push

Article Abstract:

MCI Communications Corp has initiated a $60 million direct-marketing campaign for its Friends and Family program. MCI consolidated the work, which had been distributed among 10 direct agencies, at Devon Direct Marketing and Advertising Agency Inc. Devon managing partner Ron Greene believes the move will allow MCI to segment the market with greater ease.

Telephone communications, exc. radio, Long distance telephone services, Advertising, Long-distance telephone service, MCI Communications Corp., MCIC, Devon Direct Marketing and Advertising Agency Inc.

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