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

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.