1. The Good Life

2. What represents the good life? –People? –Things? –Giving people things? How is your view of the good life created? Family values Media –TV, magazines, etc.

3. Credit Card Brands American Express: 72.5 million cardholders Visa: 150 countries & 1 billion Visa-branded cards Discover: 50 million cardholders MasterCard: 210 countries and territories & 749.3 million MasterCard-branded cards

4. My Life, My Card Achievers of all types choose American Express. –Robert DeNiro –Tiger Woods –Ellen DeGeneres –Laird Hamilton

5. Life Takes Visa Empower cardholders to do what they need to do, want to do and never thought possible. Encourage cardholders to embrace the many ways, reasons and places to pay with Visa. Former tagline: Visa. It's Everywhere You Want To Be.

6. This is Our Card Reflects the voice of our customers The people featured in the advertising are not models or famous actors. They are our neighbors, friends, colleagues and proud Discover cardholders.

7. Priceless Simple premise –Line 1, Price 1 –Line 2, Price 2 –Line 3, Price 3 –Line 4, Priceless Combo of celebrities and real-life people MasterCard campaign launched in 1997

8. Do You Recognize this Ad? Dinner: $30 Movie: $17 Dessert: $10 Second date with the right girl? Priceless

9. Is it Priceless? The Power of Compounding Interest The true cost of paying the minimum Scenario: 10 dates & you would owe $570 Interest Rate: 18% Minimum Monthly Payment: 2.5% or $14 It will take you 8 years and 1 month to pay for those 10 dates. In that time, you will pay $470.32 in interest. You’d be 26 years old!

10. The True Cost of Paying the Minimum Payment Payment Schedule: It will take you 8 years and 1 month to be rid of your debt. In that time, you will pay $470.32 in interest. Month Minimum Payment Interest Paid Principal Paid Remaining Balance 1$14.25$8.55$5.70$564.30 2$14.11$8.46$5.64$558.66 3$13.97$8.38$5.59$553.07 4$13.83$8.30$5.53$547.54 5$13.69$8.21$5.48$542.06 6$13.55$8.13$5.42$536.64

11. The Credit Card Industry $30 billion in profits in 2003 –$10 billion in fees MBNA’s profits were 1.5x McDonald’s profits in 2004 Citibank more profitable than Microsoft and Wal- Mart

12. Market Control 5 companies control 65% of the market: –American Express –Bank of America –Citigroup –JPMorgan Chase –MBNA

13. Affinity Cards A credit card offered by two groups, one a financial institution and the other a non- financial institution, such as a College Airline Non-profit group