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American Express

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The credit card world is changing along with the 21st Century and leading the way is American Express (AmEx) by offering a first-of-its-kind innovation by partnering with four external environment television networks. The four ways AmEx is externally reaching diversity is through a T-Commerce Program with FOX Broadcasting Company, NBCUniversial & Zeebox, BrightLine, and Shop Small Provincetown (Forbes). AmEx is strengthening their clients’ shopping experience at their fingertips, with access to purchasing items on phones and computers, which also includes thirty-second commercials launched across all gaming consoles, tablets, telecom companies’ satellites and cable to reach their diverse consumer ("America Express News: Press Release.", 2012).. Targeting ranges from mothers and teens to Hispanics, members of the LBGT (lesbian, gay, bisexual, and transgender) community and many other diverse groups of people (Forebs). AmEx is reaching the people who drive their company forward by finding out who has more pull in the purchase decisions made in a particular household. They also analyze how certain age groups purchase their merchandise, how to advertise to those who need support in purchasing a product, and more importantly partnering and sponsorships with Human Rights Campaign (Forbes). Through the partnership with the four companies, AmEx helps to reach their consumers more easily, and make purchasing more accessible. Partnering with a broadcasting company opens many doors as to spreading to customers. To take it a step further AmEx is partnering with the leading broadcast network among adults’ ages fourteen to forty-nine, which was also rated number one in the 2011-2012 season. FOX has fifteen hours of programming a week, with late-night entertainment, sports, and Sunday morning news ("America Express News: Press Release. ", 2012).. AmEx benefits from…...

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