Launching a Mass Media Campaign free essay sample

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. dvertising spillover few of them are aware of it as â€Å"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. We will write a custom essay sample on Launching a Mass Media Campaign or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page 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 different offers. In mass media they can say that they are offering the lowest rates in the country. Tone of Voice: The tone should be humorous, creative and musical. In the test scores of their ads it was found than branding, enjoyment, unique/interesting are the top three features required. â€Å"Hands in Pocket† campaign was very effective for Canadian market. At that time top5 Canadian banks charged high rates of around 20% and Capital One offered lowest rate in the country. This ad shows that the Big 5 Canadian banks constantly have their ‘hands in the consumer’s pocket’. It made lot of sense to the customers. Also to appeal to their love for music the tuned were composed by a Toronto composer. The tune became viral soon after its release. Campaign Requirements: * Create brand image for long term goals of influencing customer satisfaction and behavior * Since there is similarity in products offered, brand personality is particularly important for long term success * Needs to be creative and include power idea, inherent drama and music(use of jingles) * Should be visually arresting, reward the customers, unexpected and with clarity