No Bars in More Places Than Any Other Network
Make a claim which is true only because of a small disclaimer. Then, repeated it to the point that people take it on face value. Its one of the oldest marketing ploys in the book and it’s what AT&T is doing with their “More Bars in More Places” campaign. You’ve seen them. TV ads that present a humorous situation, often based in the US, where someone isn’t receiving an important call because they don’t have AT&T. The disclaimer at the bottom clarifies that “More Bars in More Places than any other Network” is based on Global coverage. So yes, technically AT&T has more bars in more places, but does the target domestic audience really care that I can get AT&T Wireless coverage outside of the US. I don’t think so. Without the disclaimer, their domestic coverage does not live up to the claim. From Ad Age:
Consumers ‘equate bars with satisfaction and quality. It might work if people believe it.’ “Consumer Reports doesn’t. In its 2006 telecommunications survey, which was conducted last September and tallied the surveys of 42,000 readers, AT&T, formerly Cingular, had average or worse scores for dropped calls in the 20 cities it surveyed. As for ‘more bars’ or, as the Consumer Reports survey put it, no service,’ Cingular also was rated as average or worse in each city with the exception of Dallas, where it was rated better than average.
This campaign replaced the “Fewest Dropped Calls” campaign which ended last year. AT&T was unable to support that claim, even with a disclaimer. It seems AT&T has a history of using deceptive marketing tactics to make their product sound better than it really is.
As a customer of less than a year, I am constantly frustrated by seeing “No Service” on my phone in places that should (and according to AT&T’s coverage map, do) have coverage. Perhaps they should have another disclaimer that says “as long as you are not inside a building, like your house”! It’s bad enough that their service does not live up to expectations. What irks me the most is the frequent running of those TV spots which are clearly meant to put lipstick on a pig. Every time I see one of those ads, I feel compelled to requote the tagline, “No Bars in More Places than any other Network”.