New Verizon Advertising Socks it to Cable

NEW YORK - Verizon's new advertising campaign takes a peek inside the broadband-buyer's decision-making process and explains why Verizon Online DSL service is a better choice than cable for high-speed Internet communications.

In two new television commercials, set to run in more than 20 major markets nationwide beginning tomorrow, consumers looking for broadband service come to the realization, after talking with a representatives from identified cable companies, that Verizon Online DSL with MSN Premium offers more of the features that they need at a lower price than the named cable provider can offer.

In living room and home-office settings, fictitious consumers first hear about the hidden fees, limited service offerings and features they don't get when applying for cable modem service from identified cable television companies. Then, in a replay of the conversation with a Verizon representative, the consumers learn about the advantages of choosing Verizon Online DSL with MSN Premium service. After the consumers decide that Verizon is the better choice, Verizon's longtime spokesperson, James Earl Jones, concludes by saying, "That's an easy call."

Jerri DeVard, Verizon senior vice president for brand management and marketing communications, said, "With features such as virus protection, parental controls and pop-up guard available through MSN Premium; no-charge connectivity for multiple computers in the home; a no-charge, do-it-yourself installation kit; and a lower-than-cable monthly package price of $29.95, Verizon's DSL wins hands down against the cable competitors."

The spots target those consumers who have decided to switch to a high-speed connection for their Internet service, but are still weighing the pros and cons of the cable providers and Verizon.

In one spot, the consumer is astounded that one identified cable company will charge him a monthly fee of almost $45 per computer to link together his four home computers. Afterwards, he realizes that with Verizon's $29.95 monthly package price - not an introductory come-on - he can network several computers in his home. In the second spot, the consumer is surprised to find that another identified cable company does not offer virus protection and pop-up guard. Later, he learns that these and other valuable features are included in the Verizon service.

"These ads reflect the evolution of our broadband value proposition," said DeVard. "Our past advertising featured the powerful Verizon Online experience and how DSL brings the Internet to life in ways never before thought possible. Now that consumers are aware of the advantages of having broadband service, we are clearly laying out the facts about why Verizon DSL is a better value."

Verizon's advertising agency Draft New York developed and created the campaign. Other television spots, radio and online components of the campaign will be introduced shortly. The advertising urges consumers to visit www.verizon.com/dsl for additional information.

The new advertising follows a series of new broadband initiatives by Verizon to enhance the company's DSL offering. These initiatives include a price reduction to $34.95 as a stand-alone service ($29.95 as part of a Verizon Freedom bundle of services) coupled with an increase in speeds for qualifying customers; the inclusion of MSN Premium content and services; and the introduction of a Wi-Fi HotSpot network in New York City.

A Fortune 10 company, Verizon Communications (NYSE:VZ) is one of the world's leading providers of communications services, with approximately $68 billion in annual revenues. Verizon companies are the largest providers of wireline and wireless communications in the United States. Verizon is also the largest directory publisher in the world, as measured by directory titles and circulation. Verizon's international presence includes wireline and wireless communications operations and investments, primarily in the Americas and Europe. For more information, visit www.verizon.com.