ORGANIZATION AND ADMINISTRATION OF CUSTOMER LOYALTY AND INCENTIVE AWARD PROGRAMS, NAMELY CUSTOMER SERVICE, PROMOTIONS, COMMUNICATIONS, AWARD FULFILLMENT, ACCOUNT MAINTENANCE, RECORD KEEPING AND PROCESSING, REPORTING AND ANALYSIS OF DATA; ADVERTISING AND PROMOTION OF THE SALE OF GOODS AND SERVICES OF OTHERS THROUGH PURCHASE CONTINUITY PROGRAMS CONSISTING OF THE DISTRIBUTION OF POINTS FOR PURCHASES FROM PARTICIPATING MERCHANTS AND SERVICE ESTABLISHMENTS, WHICH CAN BE REDEEMED FOR GOODS, SERVICES OR MONEY FROM A CATALOG, PARTICIPATING MERCHANTS OR OTHERS; CONDUCTING INCENTIVE AWARD PROGRAMS FOR OTHERS TO RECOGNIZE AND AWARD BEHAVIOR AND/OR PERFORMANCE; AND DESIGNING, DEVELOPING AND OPERATING DIRECT MAIL ADVERTISING AND DIRECT MARKETING PROGRAMS FOR OTHERS