A university offers alumni a special Visa card with the university's logo printed on the front.Each time the cardholder uses the card,the university receives a small percentage of the amount charged.This is an example of ________.
A)cobranding
B)an affinity program
C)a frequency marketing program
D)comarketing

Question

Quizplus · Accepted Answer

This is an example of an affinity program, which is a marketing effort sponsored by an organization to encourage individuals to maintain their loyalty to the organization. The use of the university's logo on the Visa card is a way to entice alumni to sign up for the card and use it regularly, thus generating revenue for the university. The fact that the university receives a small percentage of the amount charged is a common feature of affinity programs.

A University Offers Alumni a Special Visa Card with the University's