AT&T Long Lines - 1982 Finalist
John D.C Little, MIT
Alvin J. Silk, MIT
Emily Bassman, MIT
AT&T developed a new marketing strategy for its residential long distance market place. The five year program of market segmentation, ad copy testing and a new ad campaign was tested in a large field experiment. The experiment showed that ad copy changed purchase behavior and that the AT&T should see an additional $100million by implementing the new ad campaign.
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