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Wal-Mart Advertising Principle

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ADVERTSING PRINCIPLES MAN230
Week One Assignment

Advertising Principles MAN230
8-30-2014
Professor Phil Shaps

1. What is Wal-Mart doing with its latest campaign? What are the difficulties involved in such an effort?

Wal-Mart has become a target. The new ad campaign is trying to show people that the employees are happy. He is trying to make a impact statement saying this is Wal-Mart see how happy my employees are see I have everyone from white to black and they are all smiling. He is trying to force out the bad press they have received over the years.
Wal-Mart is a huge chain of stores. They make millions each year and everyone knows the name. With people knowing the name of course rumors will start. Lawsuits stated woman were not treated equally, they did not have the same pay as men, and they are over looked when it is time for a promotion.
Some of the difficulties I see in this effort are many. For one I can sit here and write you anything you want to see. Just because I write it does not make it true. If I was looking you in the face and you said to me I am happy, the facial expressions are seen I cannot do this by reading what someone wrote.
Another thing is its easy to address a few small problems and sugar coat them. Its easy to fix an image of something they put some smiling faces up yet they really didn’t address the big issues. The problems or as he says “rumors.”

2. A recent Advertising Age article noted that Wal-Mart customers are less likely to read newspapers and more likely to watch television than the population as a whole. Why, then, did Wal-Mart choose newspapers for its new campaign? There are a few reasons I can see why they chose to do a newspaper campaign instead of a television commercial. All my life I have heard only “poor people shop at Wally world.” I think they chose a newspaper because the poorer or less fortune do not have televisions. The working class is usually at work during the day when these commercials would most likely be shown. If it is in a newspaper that can be read at a break or even when someone gets home and enjoys putting their feet up. Also a lot of the older generation read newspapers. I think that they were trying to target the same customers instead of getting new ones.

3. Analyze this Wal-Mart campaign and explain its purpose, referring to the discussion in this chapter of the roles and functions of advertising. What is the primary purpose? Do you think it will be effective at accomplishing that purpose? Wal-Mart is trying to fix the miscommunications that the public has heard. It is doing this to try and get the customers to come back to the store.
By communication with the public they are saying no it is all rumors don’t believe them. Look we are doing great. They are also trying to say Wal-Mart cares for their employees by putting a face to them. I do not think it will accomplish anything. I for one know people who have worked for Wal-Mart. I know that Wal-Mart has made many promises yet people don’t see behind the curtain. I think this was just a try at saving their own butts but me as a consumer know better.

References
Kotler, P., & Keller, K.L. (2009). Marketing Management. 13e: Prearson Prentice Hall…...

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