Get a unique, high-quality and non-plagiarized paper from us today at the most affordable price
Email us : premieredtutorials@gmail.com

American Express Gets Specific and Asks, ‘Are You a Card member?


What do Robert DeNiro, Ellen DeGeneres, Tiger Woods, Kate Winslet, and Laird Hamilton have in common? Let’s see—Robert DeNiro is one of the greatest living actors, Ellen DeGeneres is a famous comedienne, Tiger Woods is arguably the best golfer ever, Kate Winslet is a multiple Academy Award nominee, and Laird Hamilton is perhaps the greatest surfer who ever lived. However, being famous and best in their fields are not the only things these folks have in common. They also all carry the American Express credit card and have appeared in television or print commercials to promote the card in the company’s “My Life, My Card” campaign.
The fast pace of today’s busy lifestyles and the rapid changes in information technology mean that, more than ever, companies like American Express have to rely on the familiar faces of celebrities to get its messages across.
In late 2004, American Express started to feature famous and recognizable people as attractive spokespersons in the “My Life, My Card” advertising campaign in an attempt to capture the attention of current and potential consumers. Each of the AMEX ads included brief biographical information on the celebrity, such as where they live, profession, greatest triumphs or greatest disappointments, and basic philosophy on life.
The final point of each ad showed how the American Express card helps enable individuals to pursue what is important to them. American Express sought to communicate to its current and potential customers that they are just like these celebrities—simply trying to live life at its best. So, the slogan of “My Life, My Card” was perfect for the ad campaign. Consumers loved the ads.
Unfortunately for American Express, its “My Life, My Card” advertising campaign had some serious competition. Visa had been running ads for some time with the slogan of “Life takes Visa,” which is a clever variation on Amex’s campaign theme. American Express’s other main competitor, MasterCard, was using its “Priceless”-theme commercials that are aimed at encouraging customers to use the card to create priceless moments.
In the end, however, the “My Life, My Card” campaign, while well-liked, really wasn’t working. Measures of customer loyalty showed that American Express was first in its product category in 1997, but by 2007, the American Express card was fifth, trailing Discover, Capital One, Visa, and MasterCard.
So in 2007, American Express replaced its “My Life, My Card” ads with a campaign that presented a product-oriented approach rather than the general image-oriented one.
New ads asked consumers the question, “Are you a card-member?” Historically, American Express has not switched campaigns quickly. The “Do you know me?” campaign ran from 1974 to 1987 and is still a well-known advertising saying. “Membership has its privileges” was used from 1987 to 1996, and the “Do More” campaign ran from 1996 to 2004. With only three campaigns in thirty years, how could consumers respond to this quick change of focus? Was American Express risking confusing consumers about American Express’s positioning? And what if the new “Are you a card member?” campaign didn’t improve loyalty ratings. Should American Express move quickly to develop still another new campaign or stick with this one?

Sources: Brian Steinberg, “Now Showing: Clustered Ad Spots on Television,” The Wall Street Journal, February 15, 2006, B3; Business Wire Inc., “American Express Launches the Restaurant Partnership Program with Savings, Access and Information,” Business Wire, June 8, 2006; “American Express Gets Specific and Asks, ‘Are You a Card member?’” New York Times, April 6, 2007.

Use the posted template to analyze the above case then answer the following four questions separately.

1. Describe the advantages American Express will gain by using celebrities to advertise its card products.

2. Analyze the component of the adverts and state its major selling strategy.

3. Illustrate the challenges which my life my card advert faced and explain the strategy which Amex used to overcome the challenge.

4a. Distinguish between product-oriented and image oriented advert.

4b. In your opinion assuming the new advert which ask customers “Are you a card member” fails, what decision should American Express take?

Place your order now for a similar paper and have exceptional work written by our team of experts to guarantee you A Results

Why Choose US   

    6+ years experience on custom writing
    80% Return Client
    Urgent 2 Hrs Delivery
    Your Privacy Guaranteed
    Unlimited Free Revisions

Looking for a similar assignment. Place your order for a similar paper now and have excellent work written by our team of professionals to ensure you acquire the best grades.

If you find it difficult to balance your work and your studies because you are overwhelmed by other responsibilities, you have come to the right place . With the help of our dependable and simple-to-use essay and research writing service, students are able to focus on work or non-academic-related duties that they are required to carry out and complete all their school work on time .

We assist students who are struggling with their academic endeavors by allowing them to obtain essay assistance from  professional essay writers. We are never late for a deadline. When you ask our writer to write your paper, the assignment can be completed in as little as 12 hours or as long as 2 weeks. The order’s deadline is entirely up to you. 

Place an order of your assignment if you are in urgent need of assistance because your essay is due in a few hours/days or you do not know how to complete your professor’s academic assignment. We are here to assist you. You are guaranteed of high grades through our services. 

How to Place an Order 

When you want Premiered Tutorials to do your homework for you, you send the assignment details such as the instructions, due date/deadline, number of pages and college level to the customer support agent online on live chat,  fill in the assignment details at place an order or send the information to our email address premieredtutorials@gmail.com and a customer support agent will respond to you immediately. 

Premiered Tutorials has competent writers to handle any of your assignments. Once you place your order, we choose for you the best and competent writer for your assignment based on each writer’s competence in handling a subject. 

When the homework is completed, we have a quality assurance team that proofreads the assignment to ensure it meets the required rubric instructions from your professor.

After thorough review of your assignment, we send the paper to the client. In case you need any changes at this point, you can let us know so that we can handle it for you at no extra charge. 

Why Premiered Tutorials?

If you need professional online homework help at a cheap price from professional and thoroughly vetted online homework helpers, reach out to the best homework help website, Premiered Tutorials.

Whether you are in high school, undergraduate, masters or PhD level, we have the best academic writers to assist you with your homework. We thoroughly vet all our online homework helpers to ensure they are competent to handle our clients’ tasks. Some of the requirements we have is ensuring that they are English Native speakers, have all attended colleges and had high grades in their undergraduate, Masters and PhD classes and have worked as academic writers and delivered high results.

We are a reliable and best essay writing website in the market. Our assignment help services or rather what our clients ask us to do for them include take my online class for me, order an essay cheap, pay someone to write my essay, help with my assignments, history homework help, college homework help, essay writing help online, answers for your homework, pay someone to do my homework for me, homework answers math, pay someone to take my proctored exams and nursing homework assignment help online. As the best website for homework answers, our homework doers also offer cheap essay writing services, online assignment help for all classes

  • Law/ Criminal Law
  • Nursing
  • Information Technology
  • Psychology
  • Business
  • Statistics
  • Sociology
  • History
  • Communication
  • Culture and Society
  • Biology
  • Astronomy
  • Engineering

The courses indicated above are just but a small group of the types of classes Premiered Tutorials handles.

We have competent homework writers that can handle all academic disciplines regardless of the level of education of our clients.

  When we do your homework for you, we write it from scratch to ensure you receive a unique paper. It also ensures that every homework we do for you is free from plagiarism and will help the client to get the highest grades in his or her classes. Any client who manages to consistently use our homework help services is guaranteed of always having the best grades and being one of the top students in the class because we always deliver the best quality for any homework we do for you.

When we complete working on your homework, we deliver the paper to you on time as we are well aware that the work we handle, is time sensitive. Timely deliveries of assignments help our clients get the highest grades because missed deadlines on assignments can result to deductions of marks for late submissions. Therefore, you will always be assured of quality online homework help through Premiered Tutorials whenever you ask us to do your homework for you.

Homework Help Website

Why we should write your Paper 

  1. Money Return guarantee
  2. 0% Plagiarism Rate
  3. Guaranteed Privacy
  4. Written from scratch by highly qualified writers 
  5. Communication at Any Time (24/7)
  6. Flexible Pricing and Great Discount Programs
  7. Timely Deliveries
  8. Free Amendments

Statistics about Us

130 New Projects
235 Projects in Progress
315 Inquiries
420 Repeat clients

© 2021 Premiered Tutorials
All rights reserved. We provide online custom written papers, such as term papers, research papers, thesis papers, essays, dissertations and other custom writing services.

All papers inclusive of research material are strictly intended to be used for research and study purposes only. Premiered Tutorials does not support or condone plagiarism in any form. These custom papers should be used with proper reference.

Place an Order
error: Content is protected !!