Walmart Takes Its TV Fight Local

11 Apr

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In his article ‘Walmart Takes Its Tv Fight Local’ Jack Neff notes “Once it became a true national retail presence in the late 1990s, Walmart had a big advantage over regional competitors: It could buy national TV, and they couldn’t.  Now Walmart is giving up some of that edge as it plows a growing portion of its TV budget into spot, rolling out price-comparison ads against local retailers in 60 markets this year, up from 50 last year. It’s part of a plan that will see Walmart produce an eye-popping 1,500 TV ads in 2013. That’s more than double the 615-plus it ran in all of 2012, which itself was up substantially from a year earlier, when new local ads up 79%, according to Advertising Benchmark Index, which tracks consumer response to most new ads in the U.S.”

 

I thoroughly enjoyed this article by Jack Neff and wanted to share with you.  Read more on this from Jack Neff at http://adage.com/article/news/walmart-takes-tv-fight-local/240732/

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