Cingular Wireless Plans Massive Brand Ad Spend
Cingular Wireless is planning to up the stakes in their move to remain the largest U.S. wireless provider. This week Cingular announced that with the merger of AT&T Wireless they are now committed to strengthening the Cingular Wireless brand name and staving off customer attrition. To do so, Cingular is planning an ad spend that will exceed levels previously reached by Cingular and AT&T separately, an amount that came close to $800 million for the first half of 2004. The primary venues for the branding campaign will be television, print media and direct mail. Cingular's spending commitment is likely to cause a ripple effect among other wireless providers, such as Verizon, who also have a lot at stake. Cingular's initial push is planned to begin sometime in November '04.
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