omotional effort is directed at the residential customer with aggressive marketing tactics. Some of AT&T's promotions have attacked their competition's pricing schemes and concentrated on its own strengths in the long-distance market. This resulted in an increased market share as the company successfully lured customers away from MCI and Sprint.
The company also implemented the "True Rewards" program which gives customers who spend at least $25 per month points which can be redeemed for free AT&T minutes, cash, or frequent flier miles on Delta, United and USAir. The points are issued at one point per dollar, which works out to approximately one point per 20 seconds. As an extra incentive, new customers receive triple points their first month. AT&T is not alone in offering this type of promotion, however. MCI and Sprint also have frequent flier programs with major airlines
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