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SBC, which acquired AT&T and then assumed that venerable brand, is in the midst of a $1 billion rebranding campaign this will be merging three brands into one (MarketingVOX, 2007).
However, in the long term, spending may decline. AT&T and BellSouth spend about $3 billion combined on advertising, and AT&T now expects reduced ad expenses to be a major source of savings.
Newspapers would likely be the biggest losers, along with network and spot TV. Also, the Yellow Pages business is expected to be shaken up, AT&T and BellSouth control $6 billion of the $15 billion spent last year on Yellow Pages advertising; they recently purchased yellowpages...
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