Breaking Up The Old Credit Card Game?
In 1992, executives at MasterCard International Inc. decided to go head-to-head with Visa USA Inc. Until then, they had soft-pedaled the rivalry, never publicly criticizing the No. 1 credit-card company. But this time, the MasterCard team was advised by marketing consultants that the only way to thwart a widespread misperception--that MasterCard was not as commonly accepted as Visa--was to go into attack mode. So the company ordered up a television spot to set things straight. "No credit card is more widely accepted. Not Visa. Not American Express," it announced.
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