This advert from Virgin Media, one of a series along similar lines plays on the fact that Virgin are offering one of the fastest consumer broadband offers in the UK. Virgin’s claim is based on the fact they are using cable modem rather than DSL based technology which has the potential for higher throughput. Of course, the customer experience doesn’t always match up to these notional speeds. Indeed, much of Virgin’s advertising talks about fibre optic rather than coax based cable modem technology which is highly misleading. However, Virgin are desperate to find a segment in which they are a market leader. From a marketing perspective, they have taken the focus off television in recent months and put more marketing spend into driving take up of broadband services.
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