Managers of Wal-Mart after a long dispute agreed a new advertising strategy. Its aim - to attract more affluent customers. The slogan "always low prices", existed for nearly two decades, will be replaced by "spend less - live better."
The second part slogan applies to the recently launched environmental campaign, Wal-Mart. The campaign is based on research consulting firm Global Insight, which had previously calculated that by reducing the price of Wal-Mart each American family in 2006 spent an average of $ 2,500 less.
The new television spot, removed by order of Wal-Mart, describes how a rich family saved during a trip to Florida, making the purchase through the site. The result is impressive - $ 2500.
Some economists have accused Wal-Mart that with the new campaign, the network is trying to reduce public interest in the obvious problems: the harm that it causes environmental, and the fight against smaller competitors.
Wal-Mart does not disclose the budget for the new campaign. But, according to the agency TNS Media Intelligence, in the first half of this year, retailer spent on various marketing shares of $ 162 million
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