Description of advertisement and summary of ad campaign
(2) Expected effects and characteristics of newspaper advertising
(3) Reasons for choosing The Asahi Shimbun
(4) Campaign achievements and consumer response
(5) In-house, distributor, and other responses
|MasterCard International Japan, Inc.
June 4, 9, 14, and July 1, 2002, morning edition
(1) We ran these ads as part of a
global ad campaign launched by MasterCard under the communication
theme “priceless value.” We ran those ads only in newspapers
to make the most of high-level public expectations for the Japanese
national team in the FIFA World Cup 2002.
(2) Daily newspapers permit advertisers to act on timely basis.
What we published in The Asahi Shimbun on the days that the Japanese
team competed was a creative content only newspapers can deliver.
We also place importance on brand imaging that only newspapers can
provide. We consider newspapers an indispensable medium for reaching
a broad audience.
(3) Nationwide popularity gives The Asahi Shimbun a permanent position
on our list of advertising media. We understand many high-income
earners and opinion leaders read the Asahi Shimbun. It was also
the official newspaper of the FIFA World Cup 2002. As such, it carried
numerous soccer-related articles. We believed we could generate
synergy by running our ads in The Asahi Shimbun.
(4) Some readers took the trouble to express their thoughts to us
about the ads by e-mail. Applications for membership increased during
the campaign. We also found members used their MasterCard more often
in this period. We also received higher evaluations of such items
as level of public recognition and corporate image in a follow-up
survey we conducted after this ad campaign.
(5) Compared with previous ad campaigns, this one captured more
attention from our employees. I think it helped motivate our employees
in their work.
Senior Marketing Manager