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Article: On a plastic canvas. (affinity card marketing)
- Article from:
- ABA Banking Journal
- Article date:
- September 1, 1989
CopyrightCOPYRIGHT 1989 Simmons-Boardman Publishing Corporation. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Experts may debate the profitability of affinity card programs, but there is no denying that they have wrought a visual revolution in credit cards.
In the old days, bank card design was limited to Visa's horizontal tricolor and MasterCard's intersecting circles-efficient brand identification, but nothing to make a person exclaim "Wow! This would look great on my wall."
Under most affinity programs, the card issuer gives about 80% of the card's face to the sponsoring organization for use as a miniature canvas. Some sponsors let their creative juices flow freely, producing miniature works of art that would seem suitable for framing were they larger ...