International marketers can now get facts by fax

Article Abstract:

Small- and medium-sized companies who plan to export can obtain information on international markets through the 'Export Hotline.' The hotline is an information retrieval system from which data is obtained through facsimile machines. Its data base provides up-to-date market data on 68 countries doing business with the US. Advice and information on trade and investment matters, contacts, risks involved and shipping news and requirements are also provided. American Telephone and Telegraph Co. is the hotline's major sponsor and is supported by the US Department of Commerce. Instructions on how to access the hotline are provided.

Information retrieval services, Services, Information services, Information storage and retrieval systems, Facsimile transmission, Export marketing

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AT&T uses highly integrated campaign to take direct aim at recapturing businesses

Article Abstract:

Competition from other telecommunications companies reduced AT&T's marketshare in the small business category. In a bid to regain its shrinking customer base in the category, AT&T initiated its 'We want you back' campaign, which involved massive multimedia advertising and direct marketing efforts. The campaign, which made greater use of outbound telemarketing compared to past initiatives, proved to be so successful in stemming marketshare erosion that the company launched another campaign in Apr 1992 to sustain its gained momentum.

COMMUNICATION, Telecommunications services industry, Telecommunications industry, Direct marketing, Telemarketing, AmericanTelephone and Telegraph Co.

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Carving out a trade show niche with TV spots

Article Abstract:

Exhibitors in trade shows normally utilize print advertisements and direct mailing to attract the attention of attendees. However, the sheer number of exhibitors doing the same thing dampens the impact it might generate. The use of television advertising can get around this problem. Although using television to bring your message across is generally viewed as an expensive undertaking, it is really relatively inexpensive if the advantages of the medium are taken into account.

Television advertising, Trade shows

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