BellSouth 'know-how' on display in latest ads

Arndorfer, James B.
March 1999
Advertising Age;3/1/1999, Vol. 70 Issue 9, p6
Trade Publication
This article reports on an advertising campaign launched by BellSouth Corp. on March 1, 1999. The effort, using the new tag BellSouth know-how is partly a reaction to increased competition from long-distance and wireless companies that have been targeting the Baby Bell's Southeastern turf. A significant portion of the campaign is aimed at businesses, which have been heavily pitched by long-distance providers offering corporate services, William Pate, vice president-advertising for BellSouth. The company is trying to communicate to these customers the breadth of its telecommunication and data services. A before/after approach will run through the first pool of eight spots for different products and services.


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