Supplemental Videos

AT&T Long Lines Video

Concept:

Consumer-Based Marketing Models

Title:

Development, Testing, and Execution of a Marketing Strategy at AT&T Long Lines - AT&T

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.

Video provided by MIT TechTV. Video may be downloaded for playback in classroom at TechTV website.