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

Alan P. Kuritsky, John D. C. Little, Alvin J. Silk and Emily S. Bassman
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Alan P. Kuritsky: AT&T Long Lines, Basking Ridge, New Jersey 07920
John D. C. Little: Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02139
Alvin J. Silk: Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02139
Emily S. Bassman: AT&T Long Lines, Bedminster, New Jersey 07921

Interfaces, 1982, vol. 12, issue 6, 22-37

Abstract: AT&T has developed a new marketing strategy for its residence long distance marketplace, the result of five years of research starting with overall market segmentation, continuing with concept testing, and culminating with a large scale field experiment testing the new ad campaign. This experiment demonstrated, with a unique level of precision, that (1) the ad copy changed purchase behavior and, (2) that AT&T should generate an additional $100 million by implementing the new campaign.

Date: 1982
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