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

Answer: Worlds’ most successful retail gaint is Wal-Mrat. But recently several lawsuits claimed femail employees face discrimination in pay and promotions and Wal-Mart also face some problem like: low wages, inadequate benefits, environmental damage, and harm to local economies. To remove this criticism Wal-Mart start campaigning & they are saying that “our employees are paid an average of $9.68 –substantially higher than what is required by federal law $5.15”.

They use their employees complement on their ads like: ‘I am making more after working four years at Wal-Mart than I did after nine years at Winn-Dixie” & “ I left Winn-Dixie because I couldn’t get a promotion” and they also arrange press conferences. Their slogun was that “Wal-Mart speak for employees”, which was more effective for the new campaign.

There are some difficulties involved in such an effort that are given below:

It was more costly to arrange press conference It may be success but some are already skeptical Time consuming More expensive

02. 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?

Answer: Wal- Mart campaign was different from normal campaign. They provide the reality about their company to the people. If they would provide the information by using television media it may not effective because there are some issue include with it like: who will give the message ? & when should give the message?. Wal-Mart is trying to provide the truth to the customer , if they choose newspaper they will able to inform the exact message & can remove the misinformation. Like in newspaper Wal-Mart ads featured a photo of workers in their blue Wal-Mart smocks & a letterfrom Wal-Mart CEO Lee Scott-“When special-interest groups & 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”. This statement is only possible in the newspapers not in the television.

03. Analyze this Wal-Mart campaign and explain its purpose reffering to the discussion in this chapter of the roles and functions of advertising. What is its primary purpose? Do you think it will be effective at accomplishing that purpose?

Answer: Every company has a specific purpose for doing the campaign. Here Wal-Mart do the campaign to remove the misconception about the company & to make excellent relationship with the employees & customers.

Analyzing Wal-Mart campaign in roles of advrtising:

Communication Role: As we know that communication roles refers to the mass communication objective that advertising is capable to fulfil. It is a spectacular means to inform the customers and communicate to them about the goods and services they desire to buy. Here Wal-Mart communicate to the customer to remove the misperceptions about employee wages and benefits.

Economic Role: It helps the consumers to appraise the value and benefits of the products that are being advertised against the price that they are offered at in order to make the most  efficient and

economic choice.Wal-Mart speak for employees. Customer think that if Wal-Mart speak for employees than their employees also speak for customer. So here customer get the economical facility from wal-Mart.

Functions of Advertising of Wal-Mart campaign:

Build awareness : Wal-Mart use complementing ads in a public relations campaign in select cities using employees and press conferences.

Create brand image: In this campaign Wal-Mart try to maintain their image. They try to provide positive message to the people where people can understand about Wal-Mart

Persue with people: Wal-Mart slugan is “Wal-Mart speak for employees”. Here they are persuing that they are more concern about their employees so that people can remove their misperception about Wal-Mart.

Primary Purpose: Wal-Mart pripary purpose was public realtion build up & remove the misperception about wages & benefits

I do agree & I think it will be effective at accomplishing that purpose. Their campaign is more concern about public relation building for this reason they arrange press conference in different places.