Ads poised for launch of MCI 5-cent rate plan

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MCI Telecommunications Corp. is expected to announce Sunday, through a blitz of TV and radio commercials, a new program offering a long distance rate of 5 cents a minute for Sunday calling, according to an executive with knowledge of the plans. The new program will be part of its MCI One plan. The company has been very aggressive of late in the long-distance category. Over the summer, it quietly began offering new long-distance customers a 20% cash rebate if they keep MCI for one year.MCI confirmed it will introduce "revolutionary savings" on Sunday, but declined further comment. MCI agency Messner Vetere Berger McNamee Schmetterer Euro RSCG, New York, handles. Messner declined comment.

Copyright September 1997, Crain Communications Inc.

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