Most large corporations believe that good advertising can carry their business into higher level and spending an incredible amount of money for advertisement campaign is crucial. Lee Scott, the Chief Executive of Wal-Mart, sees advertising a little differently. He found that advertisement is an image and message that the company wants to deliver to their audiences so that the final goal can be achieved.
After Wal-Mart sold off several stores in Germany, they realized that the high cost of advertising may prevent them from defeating the other competitors in the same market. Instead of showing good ads in TV, they decide the most effective marketing strategy is to reinforce the most important message they want to deliver – the low-price of their products. In this case, fancy ads may become a financial burden for Wal-Mart to increase their revenue.
In order to choose a suitable marketing strategy, company should first define their goal and how they want the public to observe them. Moreover, budget should be set at the beginning so that the storage of money can be avoided.
http://www.businessweek.com/the_thread/brandnewday/archives/2007/03/wal-mart_ceo_im.html#more
- Jas
2 comments:
hi Jas, I found some typos in your post. Here they are:
Lee Scott, the Chief Executive of Wal-Mart sees advertising a little differently.
There should be a comma after “the Chief Executive of Wal-Mart”.
May prevent them from *defeating*
How they want the public *to* observe them.
Jas, an interesting point...that your ads must match your product and message.
kt - good editing eye.
Also:
...how they want the public to observe them...
...how they want the public to view them...
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