Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Cut to the Chase: AT&T

Published on .

Company: AT&T Inc., Dallas Agency: BBDO, New York Market: Small business Quick chase: AT&T had us at the banner that promised unlimited voice plus broadband for $70 a month. But on the landing page, Ma Bell got too personal too quickly by asking for our area code and business phone. We understand the need for AT&T to qualify prospects, but why not give them another dose of “what's in it for you” before dropping the net over them by asking for information. The second landing page does a solid job of laying out the offer with such features as 24/7 remote tech support and remote online data backup. Why not flip-flop those two pages? Clue: AT&T is like the overzealous sales rep who is too quick to try to close the deal.
Most Popular
In this article: