AT&T Drops "Fewer Dropped Calls" Claim

AT&T has decided to move away from its advertising slogan of “fewest dropped calls”, after spending $1 billion on the message. RCRNews asks the question: “Why, after lavishing so much time and money on the message, would AT&T move away from it? Could it have anything to do with unconfirmed reports that competitor Verizon Wireless pressured it to change following independent studies that showed the claim wasn’t exactly accurate? Or a Consumer Reports exposé that says the claim is inflated? Or talk that the survey it’s based on is far from foolfproof to begin with?” Possibly any or all of these could be involved, but it could just be that some marketing guru has realised that reminding people that AT&T drops calls is not a good thing. People tend to pick up on words rather than overall sentence structure, especially when they’re not really paying attention (for example, when an ad is on) so one theory is that it’s better to promote good things (“more bars in more places”) than promoting the fact that you’re not quite as bad as everyone else in something people don’t like…

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