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The Strategy in MCI's Mail Gambit

Article Abstract:

MCI Digital Information Services launched MCI Mail last year. MCI Mail is the first broad based electronic challenge to the United States Postal Service. MCI Mail is designed to allow someone to send E-mail through a modem and almost any computer or word processor. MCI Mail will deliver to those recipients who are not plugged in for a small fee. Telex has now been added to MCI services and it is scheduled to enhance its word processor capabilities. MCI faces the marketing problem that is faced by all new technology in the first place. MCI Mail is advertising in both print and television. MCI Mail plans to focus its advertising more on specific segments later this year.

Author: Donath, B.
Publisher: Crain Communications, Inc.
Publication Name: Business Marketing
Subject: Business
ISSN: 0745-5933
Year: 1984

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Can High-Tech Advertising Serve All Its Masters?

Article Abstract:

In high technology, electronics advertisers and buyers often have widely differing views on what needs to be emphasized as copy themes. A table showing how copy themes were rated by high technology executive groups is given. In general, advertising agencies and purchasing agents as well as ad agencies and engineers disagree over important copy themes. However, sales reps and distributors and ad managers and vendor top management generally agree. Inferences that can be drawn from the data are discussed.

Author: Donath, B.
Publisher: Crain Communications, Inc.
Publication Name: Business Marketing
Subject: Business
ISSN: 0745-5933
Year: 1984
Advertising, Electronics, Technology

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AT&T Launches Unique Olympics Publicity

Article Abstract:

AT&T is the official telecommunications supplier to the Summer Olympics. Earlier this year, it sent what it called a press conference in a box to editors of computer publications, newspaper sports editors and general news editors. By heavily promoting its state of the art telecommunications capabilities at the Olympics, AT&T hopes to stay one step ahead of its competitors. Although AT&T refuses to say how much its elaborate mailing cost, it might have cost as much as seventy dollars a mailing.

Publisher: Crain Communications, Inc.
Publication Name: Business Marketing
Subject: Business
ISSN: 0745-5933
Year: 1984

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Subjects list: Telecommunications services industry, Telecommunications industry, Marketing
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