Culture and Marketing Strategy

Culture and Marketing Strategy

Rhonda Nails

Dr. Linda Harris

Consumer Behavior 510

July 14, 2013

Briefly describe the chose advertisement, and explain where you located it.

The chosen advertisement for this assignment is for a Capital One Venture credit card.

The verbiage used at the top of the page is “Get Double miles you can actually use AND say yes to sand everywhere.” The picture details 2 assumed parents and 1 child covered from shoulders to feet in sand while the assumed daughter looks at her proud sand achievement. Near the bottom of the page the disclaimers read, “Get double miles on every purchase, every day. Use on any airline, any hotel, anytime. Capital One What’s in your wallet?” This particular advertisement was found in the August 2013 issue of Money magazine.

Photo reference: Money Magazine, Page 4, August 2013.

Analyze the underlying assumptions that the authors of the ad seem to make about the consumers that this advertisement targets. Determine how the ad is using these perceived assumptions to evoke a consumer response.

The underlying assumptions of this particular advertisement seem to suggest that the reader is an avid traveler who would partake of the product benefits. However, not all persons who are credit card holders are frequent travelers and not all frequent travelers are credit card holders. While the advertisement is placed in a business magazine, we cannot assume that all business individuals utilize their personal credit card for travel expenses. With so many technology enhancements such as Skype, Google+ and a host of others, traveling to conduct business seems to be a last resort issue.

The other assumption is that the travel benefits would be enough to be applied to an entire family. This assumption would have to assume that the traveler in question, earns enough travel benefits, that he or she is able to earn enough points to enjoy a family of four vacation. While the advertisement does state that “double...