Subject Index
 

The ring tone industry is laden with price-value discrepancies, quality concerns and consumers who show a general distrust for the companies involved. So how do you pit a little-known ring tone compan ...

Founded in 1989, Working Assets Long Distance was the only enterprise offering a long-distance phone service and regularly donating to nonprofit organizations. It was a subsidiary of Working Assets Fu ...

Before the 1980s the telecommunications giant American Telephone & Telegraph Corp. (AT&T) dominated the collect-call market by simply owning the majority of America's pay phones. ...

To promote its 10-10-220 "dial-around" plan in television and print ads, MCI WorldCom Inc. enlisted comedian and former Saturday Night Live cast member Dennis Miller. The sneering funnym ...

In 1982 the U.S. government mandated the breakup of the vast network of the American Telephone and Telegraph Company (AT&T) into smaller regional companies, the so-called Baby Bells. The region ...

The first campaign for Ameritech from its new advertising agency, Ammirati Lintas Puris of New York, was launched on October 6, 1997, in an attempt to move customers from simply recognizing the brand ...

This paper shows how advertising created a phenomenon in the dull world of directory enquiries, propelling an unknown brand to market leader within a matter of months. It was a brave decision to adver ...

The task facing this campaign was to persuade people to switch from their own brand. The objectives were to increase recall of the brand’s phone number, improve usage and increase the collect calling ...

The campaign, 1998-2000, to inform people of the new changes in telephone number codes (including the 020 numbers in London), to convince of the need for this, and to prompt the required behaviour cha ...

In a market characterised by 27 competing providers Telecom was being undermined by new players' low price offers. The campaign was simple, accurate and tailored to each customer's need. It saw Tele ...

Campaign in 1999 by AMV.BBDO for Yellow Pages. Aim: to rejuvenate the `heartland' campaign. 2 TV executions.

Campaign in 1999 for Yellow Pages: Talking Pages. Objective: increase number of calls by selling the telephone number. Medium: TV, drip strategy. Result: 400% increase in recall of the number since ca ...

Launch of the new national brand, Cable, 1996. The industry structure, regulations, financing, services offered and technological attributes of the industry are described: the investment will reach £1 ...

Tatoo entered the French market for pagers in September 1995 with the twin aims of becoming the market leader as quickly as possible and attaining 50% recognition within six months. A TV campaign laun ...

The Oracle software company issued a brief for a campaign to raise awareness among company board members and local authorities and that would reposition it as a strategic business partner. The researc ...

1986-8 campaign for Nefax, brand name of the UK telecommunications division of NEC (based in Japan). Marketing situation described: Nefax were well established at the top end of the market, but at the ...

Campaign (1986?) to reposition Air Call plc, an independent supplier of business communications services and products; need to put across that the company was a major international supplier of pagers ...

Low budget campaign (date?) using business press to increase awareness and use of electronic mail (Teletex). Supported by PR, mailings and seminars. Awareness among communications specialists rose to ...

1980-2 launch of a new CAD (computer-assisted design) system (Cadet). Very fast-growing market (described). Objective to create awareness and generate sales leads. 2-year campaign in 4 stages: 1) deve ...

Launch of a new business telephone system, 1978. Several target audiences were relevant (described). Multi-media campaign: PR, national dailies and Sundays, magazines, specialist magazines, literature ...