In "Phone Wars" with MCI, Sprint, and Other Carriers, AT&T

question 157

Multiple Choice

In "phone wars" with MCI, Sprint, and other carriers, AT&T has switched from heart-warming ads that show family members sharing love and support via phone ("It's the next best thing to being there") to ads that focus on long-distance savings. This is most likely because AT&T advertisers have discovered that __________.

• A) phone service is viewed by most consumers as a social identity product
• B) sad or nostalgic moods cause people to process ad contents in a biased way
• C) phone service is viewed by most consumers as a utilitarian product
• D) most consumers do not view long-distance companies as a relevant concern

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Definitions:

Communication Lacks

A situation where there is an insufficient or unclear exchange of information.

Element Of

A fundamental or essential part that contributes to the nature or operation of something.

Live Auction

A real-time auction where buyers submit bids for items in person, online, or via phone, conducted by an auctioneer.

Invitation Submit

A request to present or propose information, often in the context of a formal application or bid process.