Week One Assignment
Running head: ADVERTSING PRINCIPLES MAN230
Week One Assignment
Victoria Beaver
Advertising Principles MAN230
August 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 faced several lawsuits in the past that claimed female employees faced discrimination in pay and promotions. The company has also had to face rumors that imply low wages, inadequate benefits, environmental damage, and harm to local economies. To counteract this criticism, Wal-Mart started a campaign saying their employees are paid a wage that is substantially higher than federal law required, and included employee statements and testimonials. They arranged press conferences, and used the slogan “Wal-Mart speaks for employees.” Some of the difficulties they faced were that it was more costly, time consuming, and would probably be met with skepticism.
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? Wal-Mart chose to use print advertising in newspapers to help this particular campaign stand out. If they had used television media, they could have faced less control over who saw it, and when they saw it. By using the newspaper, Wal-Mart was able to send out a specific message. It was also tangible advertising that consumers could hold onto if they chose, such as the letter from the CEO Lee Scott, in which he stated, “…when special-interest groups and critics spread misinformation about Wal-Mart, the public deserves to hear the truth…everyone is entitled to their own opinions about our company, but they are not entitled to make up their own facts.”
3. Analyze this Wal-Mart campaign and explain its purpose, referring to the discussion in this chapter of the roles and functions of
Week One Assignment
Victoria Beaver
Advertising Principles MAN230
August 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 faced several lawsuits in the past that claimed female employees faced discrimination in pay and promotions. The company has also had to face rumors that imply low wages, inadequate benefits, environmental damage, and harm to local economies. To counteract this criticism, Wal-Mart started a campaign saying their employees are paid a wage that is substantially higher than federal law required, and included employee statements and testimonials. They arranged press conferences, and used the slogan “Wal-Mart speaks for employees.” Some of the difficulties they faced were that it was more costly, time consuming, and would probably be met with skepticism.
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? Wal-Mart chose to use print advertising in newspapers to help this particular campaign stand out. If they had used television media, they could have faced less control over who saw it, and when they saw it. By using the newspaper, Wal-Mart was able to send out a specific message. It was also tangible advertising that consumers could hold onto if they chose, such as the letter from the CEO Lee Scott, in which he stated, “…when special-interest groups and critics spread misinformation about Wal-Mart, the public deserves to hear the truth…everyone is entitled to their own opinions about our company, but they are not entitled to make up their own facts.”
3. Analyze this Wal-Mart campaign and explain its purpose, referring to the discussion in this chapter of the roles and functions of
References: O 'Guinn, T., Allen, C., & Semenik, R. (2012). Advertising and Integrated Brand Promotion(6th ed.).