Here is the synopsis of our sample research paper on Marketing at Wal-Mart. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 4 page paper looks at the way marketing at Wal-Mart is integrated. The way that the ‘spend less, live better’ campaign is examined in terms of the advertising, interactive marketing, leverage of emotions, products that are sold and promoted and public relations exercises. The bibliography cites 7 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEmarkwal.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
to present a very unified message with the way that the marketing is integrated. A current marketing campaign by Wal-Mart can be used to demonstrate this.
Unlike many firms where there are singular campaigns that change, Wal-Mart has adopted a longer approach, there has been the development of a core message than
forms the heart of the campaign and then this is allowed to evolve. The current "spend less, live better" is a campaign which started in 2007 and is ongoing. The
innovation has resulted from influences seen Asda in the UK; Wal-Marts subsidiary and an old video that was seen with Sam Walton talking about sell goods at lower prices in
order to make lives better (Bendel and Choueke, 2009). This is a message that is communicated directly and supported with a range of marketing aspects. The advertising itself has
a clear message; instead of creating an imager of money saving (the core message) just saying Wal-Mart are cheaper, they are giving ideas and images for the way that the
money can be saved on the shopping and how it could be spent, providing images of increased enjoyment with family and friends in small and large ways that can enrich
life, from showing a family going on holiday with the money saved to a woman buying ice creams for her friends. There have been a range of television advertisements with
this message, supported by the billboard advertisements (Bendel and Choueke, 2009). These television advertisements are effective as they utilize images that the
target market can identify with, this helps the message become more personal and one that the audience is likely to apply to themselves, and as such influences the purchase decision
...