Similar to the above example, a package of medical service savings coupons and discounts as well as prescription discount cards and coupons sold to the members that are known to struggle with the high cost of insurance and healthcare would be considered and enhancement package. Knowing the consumers potential to purchase a specific product is key to the success of the campaign. 'The enhancement package' consists in designing the product in a way that it meets exactly the consumer's needs.Promoting prescription discount cards and medical negotiation services to an affinity group that was created to promote lower healthcare costs is an example. 'The shared incentives concept' describes the main motivations facing the affinity group and the organizations involved.Other marketing such as newsletters and electronic social media marketing are also used. The affinity group's leader generally send a personal written communication to the affinity group membership to strengthen credibility and the members' confidence in the product. 'The third party endorsement' happens when the company has built a strong relationship with the affinity group's leadership who is going to advertise the service or product to its members.ДЄffinity marketing concepts are characterized by three specific features: Thus, affinity group members may be fans, customers, subscribers, or staff members. People may recognize themselves in affinity groups such as charitable organizations, football teams, enterprises, companies, and organizations. ДЄn affinity group is a group which has a solid connection with a considerable number of consumers and which has the possibility to target them in a much easier way than what can be accomplished by way of ordinary marketing process. The benefits of co-branding partnerships come from the consequences of the association of multiple companies, whereas the benefits of affinity marketing derive from the mental satisfaction to have profited the affinity group. ДЄffinity marketing differs from co-branding. They defined the word affinity as 'an individual level of cohesiveness, social bonding, identification and conformity to the norms and standards of a particular reference group' whereas marketing is described to be the 'expectation of benefit for the individual satisfying consumer wants and needs'. They described this notion as a combination of affinity and the marketing ideas. The first academic approach of affinity marketing was provided by Macchiette and Roy in 1992. This partnership is known as an affinity group. Affinity marketing is a concept that consists of a partnership between a company (supplier) and an organization that gathers persons sharing the same interests to bring a greater consumer base to their service, product or opinion.

Affinity meaning