An analysis of various ad campaigns of the telecommunications firm.
Written in 1991; 1,350 words; 5 sources; $ 47.95
From the Paper:
"During the last several years, few companies have spent as much money on as many grand-scale advertising campaigns with as much success as AT&T. Their $550 million marketing budget has allowed them to produce (with N.W. Ayer, New York) some of the most influential television and print ads of the 1980s (Fitzgerald, 1989). If their latest series of ads are any indication, AT&T will continue to be a leader in the advertising world, not to mention the telecommunications word, in the 1990s as well.
For years, AT&T was known as king of the heartwarming, allAmerican, feel-good advertisement. This approach followed the conventional wisdom that in order to persuade people to buy a given product, you had to make them feel good about the product and about themselves. Then, in the late 1980s, AT&T broke new..."
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