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CHAPTER 10: AMERICAN EXPRESS
SUMMARY
Consumers are choosing how and when they want information from organizations, like American
Express. Marketers need to be where consumers want them to be when they want to hear about
their product or services. With the thousands of messages people are bombarded with daily,
getting through to customers is becoming a huge challenge for American Express.
American Express is an established brand that defines itself by the needs and wants of its
customers. It has responded to the market over the years by leveraging its brand name into
different customer segments through different card and program offerings. Even with this niche
segmentation strategy, it still had an image challenge to overcome.
Consumers thought of American Express only for special occasions, but American Express
wanted customers to use the card all the time. The company launched a big promotional
campaign to change public perceptions and consumer behavior, as well as add a new product for
a new customer group. The promotional campaign was highly successful at repositioning the
brand. To maintain its position, the company is always looking at how to provide more value to
its customers, such as its differentiated rewards program. The key to American Express’ success
is to stay close to the customer, understanding his/her needs and wants, and creating
programs/products that create value.
DISCUSSION QUESTIONS:
1. What is the unifying IMC message for American Express in the video?
2. What creative advertising is shown/mentioned in the video to get the company’s IMC
message across?
3. What target audience was mentioned in the video for the company’s advertising and
promotions?
1. Research and identify the various advertising campaigns for American Express throughout
the years.
2. If you were designing an advertisement for American Express, which ad appeals would you
consider/use?
3. In selecting different types of media, prepare a report for American Express with
recommendations.
