Massachusetts Institute of Technology
Sign in Create Account

AT&T Long Lines - 1982 Finalist

Alan P. Kuritsky, AT&T
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.

Comments (0)

It looks like no one has posted a comment yet. You can be the first!

You need to log in, in order to post comments. If you don’t have an account yet, sign up now!

July 09, 2010 12:38
Creative Commons Attribution-NonCommercial (What is this?)
Additional Files
11566 times

More from Marketing Engineering Edelman Prize Video Collection

American Airlines Decision Technologies - 1991 Winner

American Airlines Decision Technolo...

Added 5 years ago | 00:35:27 | 9579 views

Courtyard by Marriott - 1988 Finalist

Courtyard by Marriott - 1988 Finalist

Added 5 years ago | 00:34:41 | 18254 views

ABB Electric, Inc. - 1989 Winner

ABB Electric, Inc. - 1989 Winner

Added 5 years ago | 00:23:42 | 12565 views

Management Decision Systems-Assessor - 1983 Finalist

Management Decision Systems-Assesso...

Added 5 years ago | 00:29:03 | 12183 views

Syntex Laboratories - 1987 Winner

Syntex Laboratories - 1987 Winner

Added 5 years ago | 00:36:58 | 15521 views