Publication Date

1988

Document Type

Dissertation/Thesis

First Advisor

Bass, Abraham Z.

Degree Name

M.A. (Master of Arts)

Department

Department of Journalism

LCSH

Pacific Northwest Bell||British Telecom||Teleconferencing--Great Britain--Marketing||Marketing--Northwest, Pacific||Marketing--Great Britain||Teleconferencing--Northwest, Pacific--Marketing

Abstract

The purpose of this thesis is to compare the marketing campaigns of two teleconferencing programs — British Telecom's Talkabout versus Pacific Northwest Bell's Open Line. Talkabout is the original public entertainment-related teleconferencing service offered to teens in the United Kingdom. It is the program on which many other countries, including the United States, have based their programs. Open Line, Pacific Northwest Bell's party line program was introduced to adults and teens in the Spokane, Washington area in 1984. Through a marketing effort managed by Kobs & Brady Advertising, Open Line was offered free for two weeks to promote the service. A stimulation program was then implemented after the trial to retain callers. Chapter 1 of this thesis discusses the Talkabout service explaining the program's operation, markets and promotional and advertising efforts. Chapter 2 details Kobs & Brady's marketing campaign for Open Line from the inception of the trial program. Finally, Chapter 3 is an analysis of why Talkabout remains successful after 5 years of service.

Comments

Bibliography: pages [97]-100.

Extent

iv, 100 pages

Language

eng

Publisher

Northern Illinois University

Rights Statement

In Copyright

Rights Statement 2

NIU theses are protected by copyright. They may be viewed from Huskie Commons for any purpose, but reproduction or distribution in any format is prohibited without the written permission of the authors.

Media Type

Text

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