ABSTRACT
Phoenix Powerss electric rates are among the highest in the country, a fact resented by many of the company's customer base. Attempt to overcome the negative public opinion; Phoenix Power borrows a technique proven to be effective for other energy marketers. The involves developing an advertising campaign that demonstrated how customers could save energy costs by using better insulation in the homes or by purchasing more energy efficient appliances, including air conditioners. The use of the conservation methods, homeowners could save up to 20 percent on the cooling bill. Phoenix, where the summer temperatures are continually above 100 degrees, can be a substantial amount of money. The company applies for a rate increase to help offset the increased cost of doing business. Phoenix Power wants to develop a short-term advertising campaign to explain to customers why rates be rising and to prepare customers for the anticipated rate increase.
