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AT&T

AT&T. Sarah DeBoard. History. 1885 - began in New York under the American Bell Telephone Company First president was Theodore Vail Philadelphia is first major city to receive long distance service 1920’s - transmitting radio programs and wiring photos to newspapers

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AT&T

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  1. AT&T Sarah DeBoard

  2. History • 1885 - began in New York under the American Bell Telephone Company • First president was Theodore Vail • Philadelphia is first major city to receive long distance service • 1920’s - transmitting radio programs and wiring photos to newspapers • 1940’s – sending television programing and developed cellular technology • Suffered when MCI Communications Corporation (later on the Justice Department) sue AT&T on antitrust grounds • 1988 - first ever annual loss due to a $6.7 billion write-down of old equipment • Five years later AT&T buys McCaw Cellular Communications • 1995 - announces it will voluntarily break into 3 companies • 2000 - becomes the largest cable company in U.S. and operates as AT&T Broadband • 2007 – AT&T takes over Cingular Wireless

  3. Competition Top Wireless Providers, 2010 • World’s Most Admired Telecommunications Companies, 2012

  4. Target Market • DEMOGRAPHICS FOR CELLULAR/MOBILE PHONE USERS – • AGE: 18-64 • RACE: Asian and White • EDUCATION: Attended college and post graduate • OCCUPATION: Management, Business, and Financial Operations • HOUSEHOLD INCOME: $60,000-$150,000+

  5. Target Media usage • CABLE SERVICES: History Channel, The Weather Channel, The Discovery Channel, ESPN • MAGAZINES: NNN Top 100 (Sunday) and Parade Carrier Newspapers • WEBSITES: Weather.com, Amazon.com, Gmail.com GENERAL MEDIA TYPES • TV SHOW TYPES: Pro-Football Weekend and Pro-Football Specials • MAGAZINE TYPES: General Editorial

  6. Media budget • TOTAL BUDGET: $116,122,000 (2012) • RADIO: $57,710,000 - Weekday 6am-10am - Weekend 10am-3pm • INTERNET: $27,022,000 • CABLE TV: $9,857,000 • - Prime time TV for target audience - Weekdays 4pm-7:30pm - Weekend Sports Saturday and Sunday afternoons

  7. Sample advertisements (1920’s-1940’s)

  8. SAMPLE Advertisements • Hands” campaign, created by BBDO debuted in 2008 • Human hands are painted and posed to depict iconic images representing countries around the world that fall within AT&T’s international footprint

  9. SAMPLE Advertisements

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