In the ad, there are two men who have different phone
companies. The man on the right has Verizon, and he appears to be judging the
man on the left, who has AT&T. The man with Verizon is more kempt and put
together, whereas the man with AT&T is a bit disheveled, with a sour look
on his face. The maps above their heads represent the coverage of their
respective companies, with Verizon’s being more filled in. By looking at the
setting and background we can see what seems like a college campus with people
walking, eating or hanging out. It’s likely Verizon wanted to have College
students to see this Ad. It’s likely a College student would be attracted to
the difference between AT&T and Verizon and likely go with Verizon. College
students in general have so many classes and so little time for anything in
between. College students will likely find this appealing and possibly
convenient due to the similarity of the setting and how the ad in itself is
focused on the college and/or University setting. The ad, in comparing the two
men, is subtly saying that if you have verizon, you are more well put-together
and probably have a better handle on life than if you have AT&T. If you’re
using the competitor's service, then you are less likely to look attractive,
and definitely won't be able you use your phone nearly as much.
Verizon has more coverage than AT&T, due to their mass
amount of cell towers. AT&T’s towers is more open to their smaller brands.
This causes AT&T’s towers to be slower in speed, unlike Verizon who does
not share their tower as many with smaller or prepaid phone companies; this is
why they both have different speeds. Verizon Wireless has had a long time
record of having good coverage and reliable networks while AT&T just behind
them, so much so, that Verizon has beat all competitors. James Geddes, of Tech
Times stated, “Verizon beat out all the competition in network reliability,
speed and data and call performance. but AT&T was nipping at its heels,
with a score of 79.5, just below Verizon’s 81.6 showing.” Micheal Hodel, a
Morningstar Analyst said, "Verizon Wireless' continued strong customer
loyalty indicates that a large percentage of customers choose the firm for
attributes it controls directly, including its network reputation ... the
separation between Verizon and second-place finisher AT&T was small."
later stating that AT&T is coming out with a policy for customers paying
too much to be moved to a lower plan. With this kind of support, Micheal Hodel
says it "continues to produce strong customer loyalty, with customer
defections remaining at a record low level" (qtd. in Geddes).
The sibling rivalry between AT&T and Verizon started in
1982. Both companies started out as one: the Bell Telephone Company in 1885. It
held a monopoly over all telephones until it was split into different companies
because of its monopolization. Ever since, Verizon and AT&T have fought to
out do each other, with verizon being ever so slightly more successful.
Verizon’s coverage caters to 280 million Americans, compared to AT&T’s 233
million (NBC article)
One of Verizon's slogans,"There's a map for that,"
is a play off of the Apple Incs. catch phrase, “There’s an app for that.” It’s
building off of a catchy, already established motto from another company in
order to spread the information about its wider coverage.
AT&T’s slogan, "Your world delivered. Connecting
you to your world, everywhere you live and work" makes it seem like they
have a lot of coverage and that, no matter where you are, you’ll be able to
communicate with anyone you want. As you can tell from the ad, that’s not true.
Verizon has more coverage, especially in places that are more remote, not just
cities and highways, which is what AT&T covers.
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