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Concept: |
Consumer-Based Marketing Models |
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Title: |
Development, Testing, and Execution of a Marketing Strategy at AT&T Long Lines - AT&T |
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Video Length: |
~35 minutes |
| Summary: | 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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