Verizon vs. at&T Research Paper

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Date Submitted: 04/01/2014 04:28 PM

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Verizon vs. AT&T

Technology plays a huge role in everyday living. Nowadays people cannot survive without their cell phone. Whether they are talking to family members, surfing the web for the best restaurants, or sending emails to clients; their cell phone is their lifeline. Twenty years ago when Neil Papworth sent the first text message, the need for cell phones shot through the roof. Companies were fighting neck and neck to promote their version of the best phones and service plans. I’m sure marketing managers were working day and night to come up with the best advertising solutions. In this paper I will be discussing the promotion strategies of two cell phone companies, AT&T and Verizon.

Promotion is communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior. (Perreault, Cannon & McCarthy, 2010) A promotion strategy involves introducing the latest products or adding new features to existing products. The goal of a company is to persuade consumers to buy a particular brand or product. Successful marketing strategies create a need for a product. A marketer, therefore, needs to understand consumer likes and dislikes. In addition, marketers must know what information will convince consumers to buy their product, and whom consumers recognize as a likely source of information. Most cell phone companies use commercials, radio advertisements, signs and the internet to promote their products and services. Some marketing strategies use fictional characters, celebrities, or experts (such as doctors) to sell products. AT&T used Samuel L. Jackson in its commercial to promote the iPhone. They usually give deals to new customers or existing customers who enter into a contract renewal. They have phones that they place on sale to entice customers to purchase their services. They offer multiple service plans for customers to choose from. Verizon is known for its “can you hear me now”...