AT&T Inc.: It's All Within Your Reach campaign

Kim Kazemi

In the 1990s the telecommunications giant AT&T found itself competing against new rivals. Telecommunications companies had expanded their products and services beyond long-distance telephone service and were offering cellular phones, Internet access, and cable television.

AT&T Inc.: It's All Within Your Reach campaign

Kim Kazemi

OVERVIEW

In the 1990s the telecommunications giant AT&T found itself competing against new rivals. Telecommunications companies had expanded their products and services beyond long-distance telephone service and were offering cellular phones, Internet access, and cable television. Consumers were satisfied with the new low-priced choices available to them but were often overwhelmed by the number of companies entering the telecommunications marketplace. AT&T chose to address this increasing complexity by establishing an emotional connection with consumers in an advertising campaign tagged "It's All Within Your Reach."

Introduced in early 1997, "It's All...

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