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.
It looks like no one has posted a comment yet. You can be the first!
Category: Management | Updated over 4 years ago
Added over 4 years ago | 00:36:58 | 14513 views
Added over 4 years ago | 00:23:42 | 11643 views
Added over 4 years ago | 00:35:27 | 8939 views
Added over 4 years ago | 00:29:03 | 11521 views
Added over 4 years ago | 00:34:41 | 17311 views