AT&T's "Reach Out and Touch Someone" Campaign Did Well in the United

question 73

Multiple Choice

AT&T's "Reach out and touch someone" campaign did well in the United States,but not so well in Europe.What was the reason for this result?

• A)Europeans tend to live close to other family members, so they have less need to call to keep in touch with one another.
• B)European viewers weren't very familiar with the AT&T brand, so the company needed to develop a promotional strategy that overcame this limitation.
• C)Americans are more interested in keeping in touch with loved ones.
• D)European viewers found it overly sentimental.

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Definitions:

Encodes

The process of converting data into a particular form, often for the purpose of security, storage, or transmission efficiency.

IMC Communication Process

An approach to achieving the objectives of a marketing campaign through the well-coordinated use of different promotional methods that are intended to reinforce each other.

Transmitter

A device that sends out a signal, message, or broadcast to a receiver.

IMC Communication Process

The integrated marketing communications (IMC) process involves planning, executing, and monitoring the coordinated brand communication across various channels to achieve specific marketing objectives.