TITLE

Back-to-basics loyalty campaigns get telcoms focus

AUTHOR(S)
Fitzgerald, Kate
PUB. DATE
September 1999
SOURCE
Advertising Age;9/27/1999, Vol. 70 Issue 40, ps18
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the trend of long-distance service marketers returning to traditional brand-building efforts after several months of launching dial-around services, as of September 1999. The return to basics comes as a few key players like Qwest Communications International boost spending. This foreshadows rising competition in the $80 billion overall long-distance market, split about evenly between consumer and business. The dial-arounds began in 1997 when small players marketed discount long-distance servcies, urging callers to bypass direct-dial brand carriers by dialing multi-digit codes.
ACCESSION #
2308080

 

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