EM 2 Yagoda

EM 2 Yagoda - Alex Yagoda J Plummer 15 February 2010...

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Alex Yagoda J Plummer 15 February 2010 ASSIGNMENT 2: AMERICANEXPRESS.COM The primary purpose of the American Express website is to create new customers by encouraging visitors to apply for AmEx credit/charge cards. The centerpiece of the homepage is a large banner that reads “Special Card Offers for You” with photos of the different AmEx cards. This advertisement invokes the idea that offers are personalized for individuals based on different spending habits, types of rewards, etc. I believe this aspect of the website is successful because it indicates there is a dialogue between the consumer and the company. The company is not adopting a pure push strategy of describing its product. Rather, it listens to the consumer (through a brief survey or a search for previously mailed offers) and narrows its product offerings. To say the layout of the American Express homepage is an eyesore would be a gross understatement. There are too many buttons on the page that lead visitors to the exact same
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EM 2 Yagoda - Alex Yagoda J Plummer 15 February 2010...

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