Bass, Abraham Z.
M.A. (Master of Arts)
Department of Journalism
Pacific Northwest Bell||British Telecom||Teleconferencing--Great Britain--Marketing||Marketing--Northwest, Pacific||Marketing--Great Britain||Teleconferencing--Northwest, Pacific--Marketing
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.
Domanico, Cathleen M., "A comparative analysis of the marketing campaigns of two teleconferencing programs : Talkabout versus Open line" (1988). Graduate Research Theses & Dissertations. 101.
iv, 100 pages
Northern Illinois University
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