Verizon’s most notable advertisements began with the “Can you hear me now?” commercials. Figure 1 includes a link to one of these commercials that ran with the same actor, Paul, for over five years. These commercials positioned Verizon as the most reliable network in any situation. Although, Verizon recently lost Paul to Sprint Corporation's advertisements. Today a lot of the advertising that Verizon does is comparative advertising, as seen in Figure 2. As we learned in class, if comparative advertising is not executed the correct way it can actually hurt a brand. Verizon knows that they are the top competitor and they differentiate themselves by repeatedly telling the consumer how they are number one in reliability and coverage.
AT&T, on
AT&T, on