Prepaid TV Ads By MasterCard - MasterCard USA is planning to unveil a consumer advertising campaign this spring, including television commercials, to promote reloadable prepaid cards to a larger consumer audience. Laura Kelly, MasterCard's senior vice president of global prepaid solutions, said the campaign's slogan "Everyday Prepaid" is meant to demystify the cards, which are often referred to with such decidedly uncatchy labels as "general-purpose," "network-branded" or "stored-value reloadable."
A report, published last month, said 65% of respondents mentioned "education, awareness or demand cultivation" as one of the biggest challenges facing the prepaid industry. "On the awareness front, a recurring theme is card networks (Visa and MasterCard) not doing enough to promote prepaid cards, in particular in their TV commercials, which highlight credit cards and bank account connected debit cards but fail to mention prepaid cards," the report said.
Last year, nearly $4.1 billion was deposited onto reloadable prepaid cards, that number is expected to top $14 billion by 2011. |
