Unit 3_Part 3, An Advertising Campaign For A New Political Party
Unit 3_Part 3, The Advertising campaign, final
In the previous 2 assignments focused on creating an Advertising Campaign, and you had the opportunity to create a mock campaign to fix a reputation.
For this assignment, you get to be a little creative.
Assignment: There are many reasons to create an advertising campaign Here are just a few examples: to respond to a crisis (like the Wal*Mart Campaign), to promote a new product or service, to promote a political candidate or proposition, or to get new customers.
Go to Google Images, and type in Proposition 8.
Look at all of the different ads for and against Proposition 8 in California.
I want you to pick a product, service, political candidate or proposition, and create a SWOT analysis and outline a mock campaign (similar to the Wal*Mart campaign you created).
Just like the previous assignment, you will need to determine your audience, brand, key platforms and cost estimate.
Have fun with this one! Chose something you are interested in! (A store, brand of clothing, designer, politician, restaurant, etc…)
This is due Thursday, July 29 at 5 p.m.
Executive Summary
Proposition: The formation of a new American political party with the Tea Party movement as its political base.
Brand Identity or Party Name: American Citizens Alliance Party.
Target Audience: American voters including current and former Democrats, Independents, Libertarians, Republicans, and Tea Party Patriots.
Slogan: Put ACAP On… Federal Government Spending, Taxes, Deficits, Bailouts, Debts, Entitlements, Regulations & Subsidies.
Tagline: Faith, Family, & Freedom First.
Song: WE THE PEOPLE by Lloyd Marcus, NEW Tea Party Unity Song
Political Party Positioning: Right of center traditional classic liberal/libertarian individualist
Key Advertising Platform: Initially an online viral marketing campaign with videos on YouTube supported by a web site. Once enough contributions are received online, a local and national radio advertising campaign on various talk radio shows.
David A. Aaker and Erich Joachimsthaler in their book Brand Leadership states that:
“To be effective, a brand identity needs to resonate with customers, differentiate itself from competitors, and represent what the organization can and will do over time. Thus the strategic brand analysis helps the manager to understand the customer, the competitors, and the brand itself (including the organization behind the brand. …”
“…In order to be communicated effectively, a brand identity needs to be punchy, memorable, focused, and motivating. ”
A new political party needs to appeal to a broad spectrum of voters or American citizens and bring them together into an alliance to achieve one or more political goals.
The primary and recurring complaint of those attending the tea parties is the Federal Government is out of control with massive and increasing government spending, deficits and rapidly rising National debt.
Tea Party Confidential: Live From the September 12 Taxpayer March on Washington
Taxpayers Gather To Protest Spending, Taxes, Growing Debt
The two major political parties in the United States, the Democratic and Republican parties, were primarily responsible for this fiscal irresponsibility, resulting financial crisis and economic recession/depression.
The new political party’s base is the tea party movement, which was profiled by Gallup:
Ask Frank: Tea Party Profile
Tea Partiers Are Fairly Mainstream in Their Demographics
Skew right politically, but have typical profile by age, education, and employment
“…Tea Party supporters are decidedly Republican and conservative in their leanings. Also, compared with average Americans, supporters are slightly more likely to be male and less likely to be lower-income.
In several other respects, however — their age, educational background, employment status, and race — Tea Partiers are quite representative of the public at large.
The vast majority of potential party members want limited government with surplus or balanced budgets, and restoration of Constitutional limits on government spending and taxes.
Tea Party Profile: Many Ways To Describe A Movement
“…The number of people who say they’re part of the Tea Party Movement nationally has grown to 24%. That’s up from 16% a month ago, but the movement still defies easy description.
Some on the political left see nothing but hate, while some on the right see a threat to Republican prospects. Others see a grass roots movement that is challenging a corrupt Political Class and trying to save the nation from politicians.
New data from Rasmussen Reports national telephone surveying provides some glimpses into the Tea Party movement:
· Among those who are part of the movement, 89% disapprove of the way that Barack Obama is handling his job as president. That figure includes 82% who Strongly Disapprove.
· Only four percent (4%) believe the nation is heading in the right direction, while 96% believe it is off on the wrong track.
· Ninety-four percent (94%) believe the federal government has become a special interest group that looks out primarily for its own interests. That view is held by 67% of all voters nationwide.
· Seventy-four percent (74%) believe that government and big business work together in ways that hurt consumers and investors. That’s very close to the national average. Sixty-nine percent (69%) of all voters hold that view.
· Ninety-six percent (96%) of those in the Tea Party movement believe America is overtaxed.
· By a 94%-to-one-percent (1%) margin, those in the Tea Party movement trust the judgment of the American people more than America’s political leaders. At the other extreme, among those who don’t know anybody in the Tea Party movement, 54% trust the people, and 24% trust the politicians.
· Eighty percent (80%) in the Tea Party movement are white. Six percent (6%) are African-American.
· Fifty-five percent (55%) of those in the Tea Party movement are Republicans, 14% Democrats. Keep in mind that 75% of Republican voters say that GOP leaders are out of touch with the party’s base.
· Seventy-eight percent (78%) are politically conservative. Other research has shown that more than 40% of conservatives nationwide do not consider themselves Republicans. …”
American Tea Party, Two Trillion Tons
American Tea Party Anthem (with words) by Lloyd Marcus
Tea Party Member Stuns Crowd! ORIGINAL!!!
The brand identity or party name, American Citizens Alliance Party, differentiates itself from the Democrats and Republican Parties by focusing or targeting American Citizens, potentially all American voters, and bringing them together in an alliance.
The American Citizens Alliance Party has the acronym, a word formed from the initial letters of the party name, of ACAP.
The ACAP acronym uniquely captures the primary goals of the new party, namely to put a cap on Federal Government spending, taxes, deficits, bailouts, debts, entitlements, regulations, and subsidies.
A political party or brand needs to have a slogan and tagline.
Steven Cone in his book Powerlines: Words That Sell Brands, Grip Fans, and Sometimes Change History provides the following useful definitions:
“…powerline. A written or spoken phrase, line or expression so artful and so compelling that it becomes the line that comes first to mind when people describe the era when it first appeared. In marketing, a uniques brand signature that sells a person, place, product, or service more effectively than the lines used by competitors because the brands and brand promises it defines are unforgettable.
slogan. A memorable phrase expressing an idea, purpose, or claim. From the Scottish Gailic word sluagh-ghairm, pronounced slogorm, the word slogan means “battle cry.” A political slogan almost always focuses on a goal or belief, whereas slogans used in commercial advertising claim special qualities for a specific product or service.
tagline. A slogan that is trademarked and exclusive to commercial advertising and promotion. It is a claim about exactly what the branded product or service stands for, as well as a promise of what to expect when experiencing the brand first hand.
motto. An expression of a guiding principle of a family, club, organization, or government. Once inscribed on a badge, banner, coat of arms, monetary instrument, or license plate. Some slogans and mottos are one and the same and in these cases, the terms are interchangeable.
jingle. An advertising slogan or tagline set to a short melody. …”
Source: Powerlines, page xiii
The slogan for the American Citizens Alliance Party is Put ACAP On…
The tagline for the American Citizens Alliance Party is Faith, Families, & Freedom First
The American Citizens Alliance Party currently has no budget for advertising.
Therefore this new political party must at first rely upon free advertising of the party over the internet.
The video site YouTube will be used for a distribution channel for a viral marketing campaign.
American Citizens Alliance Party SWOT Analysis
Strengths
The general public has no preconceived ideas as to what the political party supports or opposes.
No past track record to defend.
No responsibility for the current financial mess in Washington, D.C.
Weaknesses
No human resources
No financial resources
No organization
No message
No party identity
The general public is totally unaware of a new political party’s existence.
Opportunities
Both the Democratic and Republican parties have lost membership and registered voters during the last ten years as more voters become independents.
The independents together with both Democrats and Republican who are dissatisfied with the direction and policy positions of their respective political parties on a number of issues are searching for candidates for public office from another political party.
The Tea Party movement needs as soon as possible to grow into a new political party reflecting their primary concerns and values.
Threats
The Democratic and Republican parties are the primary threats with the Libertarian party being a secondary threat or a possible ally.
Existing Federal and State election laws favors the Democratic and Republican parties over any other political parties
The Secretary of States responsible for state and Federal laws and regulations for each state are members of the Democratic or Republican parties.
Active supporters and campaign contributors to established political parties.
Statists–domestic and foreign.
Military industrial Congressional complex.
Neoconservatives.
Progressive Radical Socialists.
Political class and elites.
Big Media
Academia
Lobbyists.
Large corporations.
Union leaders.
Trial lawyers.
Advertisement:
PUT
ACAP
On…
Federal Government Spending, Taxes, Deficits,
Bailouts, Debts, Entitlements, Regulations & Subsidies
“A wise and frugal government, which shall leave men free to regulate their own pursuits of industry and improvement, and shall not take from the mouth of labor the bread it has earned – this is the sum of good government.”
~Thomas Jefferson
American
Citizens
Alliance
Party
Democrats, Independents, Libertarians, Republicans, & Tea Party Patriots
Welcome Home
Join & Vote
American Citizens Alliance Party
Faith, Family & Freedom First
www.acap.com
The above advertisement would be run once the viral marketing campaign promoting the party receives enough contributions to go forward with a radio spot campaign on local talk radio shows and followed up with print ad in local newpapers.
Background Information
Dems Up in Generic Ballot, But GOP Has Enthusiasm Edge
It has also been used as a term denoting “The quality of being an individual; individuality”[2] related to possessing “An individual characteristic; a quirk.”[2] Individualism is thus also associated with artistic and bohemian interests and lifestyles where there is a tendency towards self creation and experimentation as opposed to tradition or popular mass opinions and behaviors[2][4] as so also with humanist philosophical positions and ethics.[5][6]
How Can I Form My Political Party
http://ask.yahoo.com/20061107.html
USA.gov
http://www.usa.gov/index.shtml
Forming a “Third Political Party” in the United States
“…Currently, a third party in the United States is defined as any political party other than the Democratic and the Republican parties.
Nearly all practical matters related to American elections are handled on the state level, including the formation of parties. Individuals or groups that are interested in forming political parties should contact the appropriate state election office.
For information on the criteria for public funding available to third parties, please visit the frequently asked questions from the Federal Election Commission (FEC).
For additional sources of information on American elections, please visit USA.gov’s section on Voting and Elections.
http://answers.usa.gov/cgi-bin/gsa_ict.cfg/php/enduser/std_adp.php?p_faqid=7155&p_created=1140714266&p_sid=2WbXoGli&p_lva=&p_sp=cF9zcmNoPTEmcF9zb3J0X2J5PSZwX2dyaWRzb3J0PSZwX3Jvd19jbnQ9MTEmcF9wcm9kcz0xMTEsMCZwX2NhdHM9JnBfcHY9MS4xMTE7Mi51MCZwX2N2PSZwX3BhZ2U9MSZwX3NlYXJjaF90ZXh0PXR1ZXNkYXkgZWxlY3Rpb24*&p_li=&p_topview=1
List of political parties in the United States
“…Parties With Federal Representation
Name (English) |
Abbr. |
Leader/Chair |
Seats in House of Representatives |
Seats in Senate |
|
|---|---|---|---|---|---|
| Democratic Party | Dems | Tim Kaine | 255 | 57 | |
| Republican Party | GOP | Michael Steele | 178 | 41 | |
| Connecticut for Lieberman Party | CL | Joe Lieberman | 0 | 1 | |
| Independent – Bernie Sanders | N/A | N/A | 0 | 1 | |
| Vacant | N/A | N/A | 2 | 0 |
Minor parties
- Constitution Party (1992)
- Green Party (1996)
- Libertarian Party (1971)
Micro parties (active)
These parties have offered candidates in recent elections. Some do not have presidential candidates, and only field candidates for Congressional and/or state-level offices.
- America First Party (2002)
- American Party (1968)
- American Patriot Party (2003)
- America’s Independent Party (2008)
- Boston Tea Party (2006)
- Communist Party of the United States of America (1919)
- Florida Whig Party (2006)
- Independence Party of America (2007)
- Moderate Party (2006)
- Modern Whig Party (2008)
- National Socialist Movement (1959)
- Objectivist Party (2008)
- Party for Socialism and Liberation (2004)
- Peace and Freedom Party (1967)
- Progressive Labor Party (1961)
- Prohibition Party (1869)
- Reform Party of the United States of America (1995)
- Socialist Equality Party (2008)
- Socialist Party USA (1973)
- Socialist Workers Party (1938)
- United States Marijuana Party (2002)
- Unity Party of America (2004)
- Workers Party (2003)
- Working Families Party (1998)
Micro parties (inactive)
Some of these parties have nominated candidates in the past, but have not done so recently for various reasons. Others have not yet nominated any candidates.
- American 3rd Party (1990)
- American Conservative Party (2008)
- American Heritage Party (2000)
- American Nazi Party (revived) (originally 1959)
- American Populist Party (2009)
- American Reform Party (1997)
- American Third Position Party (2010)
- Freedom Road Socialist Organization (freedomroad.org) (1985*) (Note: both Freedom Road Socialist Organization factions are the result of a 1999 split in the original party)
- Freedom Road Socialist Organization (frso.org) (1985*)
- Freedom Socialist Party (1966)
- Independent American Party (1998)
- Jefferson Republican Party (2006)
- Labor Party (1995)
- La Raza Unida Party (RUP) (1970) (Spanish: Partido de la Raza Unida)
- Libertarian National Socialist Green Party (1997)
- New American Independent Party (2004)
- New Union Party (1974)
- Pirate Party of the United States (2006)
- Populist Party of America (2002)
- Reformist Party (2008)
- Revolutionary Communist Party, USA (1975)
- Socialist Action (1983)
- Socialist Alternative (1986)
- Socialist Labor Party of America (1876–present)
- Workers World Party (1959)
- World Socialist Party of the United States (1916)
Regional parties
These parties are based only in states or certain regions and rarely, if ever, offer candidates for national offices. These are all parties that are unaffiliated with national parties. Each state has official state chapters of the major parties as well as some of the minor parties.
Alaska
- Alaskan Independence Party (1984)
- Republican Moderate Party of Alaska (1986)
Connecticut
- Connecticut for Lieberman Party (2006)
Delaware
- Blue Enigma Party (2006)
Hawaii
- Aloha Aina Party
New York
- Conservative Party of New York State (1962)
- Liberal Party of New York (1944)
- New York State Right to Life Party (1970)
- Marijuana Reform Party (1997)
Oregon
- Independent Party of Oregon (2007)
- Oregon Progressive Party (2008)
Rhode Island
- Moderate Party of Rhode Island
South Carolina
- United Citizens Party
Vermont
- Second Vermont Republic (2003)
- Vermont Progressive Party (1999)
- Liberty Union Party (1970)
See also
- Political party strength in U.S. states
- Party system
- Two-party system
- Politics of the United States
http://en.wikipedia.org/wiki/List_of_political_parties_in_the_United_States
Unit 3, Part II, Assignment 3b, Part 2
Assignment #3b, Part 2
The Campaign: Create a mock Wal*Mart advertising campaign.
Read:
http://ezinearticles.com/?Advertising—How-to-Find-Your-Target-Audience&id=2385285
2. Review the platforms of advertising available from Unit 2.
3. Estimate the cost of each ad placement:
NOTE** this is a crisis response campaign. Soon we will be doing a new product campaign.
Part 2 is due Tuesday, July 27 at 5 p.m.
1. Identify the Wal*Mart Brand.
Walmart has several brands but the most important is Great Value which is used primarily for grocery items.
Walmart has expanded its private store brand to over 5,200 items in over 100 product categories.
The Walmart Great Value brand is now the largest grocery brand in the world.
Pictured below are some examples of the Walmart Great Value private store brand of grocery items:
Wal-Mart CMO Defends Private-Label Expansion
WalMart switching to cheap generic items due to economy? Great Value brand
Background Information
“…The retailer’s Great Value brand, first introduced in 1993, spans more than 100 categories and is the country’s largest food brand in both sales and volume.
With a strong focus on better quality, Walmart worked with several hundred suppliers and product testing facilities to:
- Test more than 5,250 products against leading national brands to ensure Great Value quality is equal to or better;
- Conduct more than 2,700 consumer tests to compare the flavor, aroma, texture, color, and appearance of Great Value products against leading national brands;
- Change the formulas for 750 items including: breakfast cereal, cookies, yogurt, laundry detergent, and paper towels; and
- Introduce more than 80 new products, such as: thin crust pizza, fat free caramel swirl ice cream, strawberry yogurt, organic cage-free eggs, double stuffed sandwich cookies, teriyaki beef jerky and more, all at unbeatable prices….”
- “…According to new consumer data from GfK Custom Research North America, 75 percent of shoppers, say the “current economic conditions” are playing a big role in their decision whether to purchase national or grocery store brands. Additionally, three out of 10 consumers in the study say they are now “buying more store brand products” compared to a year ago, and more than 77 percent of respondents “agree” that the store brands they buy “are as good as, if not better than, national brand products.”
“…According to new consumer data from GfK Custom Research North America, 75 percent of shoppers, say the “current economic conditions” are playing a big role in their decision whether to purchase national or grocery store brands. Additionally, three out of 10 consumers in the study say they are now “buying more store brand products” compared to a year ago, and more than 77 percent of respondents “agree” that the store brands they buy “are as good as, if not better than, national brand products.” …”
“…Walmart operates Walmart discount stores, supercenters, Neighborhood Markets and Sam’s Club locations in the United States. The Company operates in Argentina, Brazil, Canada, Chile, China, Costa Rica, El Salvador, Guatemala, Honduras, India, Japan, Mexico, Nicaragua, Puerto Rico and the United Kingdom. The Company’s securities are listed on the New York Stock Exchange under the symbol WMT. More information about Walmart can be found by visiting http://www.walmartstores.com. Online merchandise sales are available at http://www.walmart.com and http://www.samsclub.com. ..”
http://walmartstores.com/pressroom/news/9028.aspx
2.Target Audience
The primary target audience are current Walmart shoppers who may buy a few or no national brands but are currently purchasing the Walmart Great Value private label mainly due to the significantly lower price compared to the national brands.
The secondary target audience is current Walmart shoppers who also have the discretionary income to purchase national brands at Walmart and usually do so and might consider switching to the Great Value brand.
The tertiary target audience for the advertisements are consumers who either never shop or only rarely shop at Walmart but who have the discretionary income to purchase and usually purchase both national brand names and value brands from Walmart competitors such as Kroger and Target.
3. Review the platforms of advertising available from Unit 2.
The advertising platforms considered for the advertising campaign include the following:
Direct Mail
Advantages: High audience selectivity, flexibility, no ad competition with the same medium, allows personalization.
Limitations: Relatively high cost per exposure, “junk mail” image
Newspapers
Advantages: Flexibility, timeliness, good local market coverages, broad acceptability, high believability.
Limitations: Short life, poor reproduction quality, small pass-along audience.
Magazines
Advantages: High geographic and demographic selectivity, credibility and prestige, high-quality reproduction, long life and good pass-along readership.
Limitations: Long ad-purchase lead time, high cost, no guarantee of position.
Internet
Advantages: High selectivity, low-cost, immediacy, interactive capabilities.
Limitations: Small audience, relatively low impact, audience controls exposure.
Radio
Advantages: Good local acceptance, high geographic and demographic selectivity, low-cost.
Limitations: Audio only, fleeting exposure, low attention, fragmented audiences.
Television
Advantages: Good mass-market coverage, low-cost per exposure, combines sight, sound, and motion, appealing to the senses.
Limitations: High absolute costs, high clutter, fleeting exposure, less audience selectivity.
Outdoor
Advantages: Flexibility, high repeat exposure, low-cost, low message competition, good positional selectivity.
Limitations: Little audience selectivity, creative limitations.
4. Estimate the cost of each ad placement:
I recommend an outdoor digital billboard or sign located in front of each Walmart store where the advertisements can be frequently rotated and changed over the internet.
A digital billboard or sign offers the advantages of flexibility, high repeat exposure, low message competition, and good positional selectivity.
The cost would be the purchase of the billboard, running the billboard and the of producing the advertisement for the billboard.
The cost of digital billboards is falling and runs between $100,000 to $500,000 depending upon the size and whether its is a fixed or mobile unit.
The monthly cost of running the ad varies from $1,000 to $10,000 per month again depending upon the size and whether it is fixed or mobile.
The ads are relatively simple and can be produced either in-house or through an advertising agency.
Photographs of the Great Value brand products would be the main image used in the advertisements together with the text message and images of national brands.
Walmart already has an excellent website for looking up all the products carried in their stores for both national brands and the Great Value private store brand.
http://www.walmart.com/cp/Grocery/976759
The website address can be included in the advertisement for latter lookup by the prospective Walmart shopper.
Once the above outdoor billboards and signs are in place, a thirty-second radio and television commercial promoting the Great Value private store brand should be considered.
I would keep the advertisement simple with video or photographs of a selection of Great Value products and a text message.
The production of the commercial would cost between $50,000 to $250,000 depending upon the creatives used.
The cost of each spot would vary by each city or market selected, the length of the advertisement campaign, when the spot is run and what demographics are trying to be reached.
Walmart should first test the commercials in local markets to determine the relative pull of the advertisements in terms of increased sales.
Background Information
Bright Lights, Big Impact
“…Edina is part of a group of trendsetting advertisers that are pioneering the use of what the Federal Highway Administration, or FHWA, calls electronic variable message signs. These large, computerized displays marry the choice location of traditional roadside billboards with the opportunity for customization and frequent updating that is the hallmark of Web advertising. Today, there are nearly 800 of these digitized billboards in the U.S. It’s a small number compared with 450,000 traditional billboards across the country, but it’s growing fast. The Outdoor Advertising Association of America, an industry trade group, projects that the number of digital billboards in the U.S. will expand at a rate of several hundred per year.
Though some big companies, like McDonald’s (NYSE:MCD), are active advertisers on such venues, most digital billboards–as with traditional billboards–feature ads for regional and local companies. Prices vary according to a sign’s size and location, but the cost of advertising on a digital billboard runs from $1,200 to $10,000 a month, and the ad campaigns are typically not expensive to create. Most ad agencies can handle the work, and some companies even design their own digital billboard ads in-house using basic design software such as Adobe Illustrator and Apple (NASDAQ:AAPL) Final Cut Pro.
It’s not difficult to under stand why digital billboards are attractive to advertisers. They are bright and eye-catching and can convey multiple marketing messages at once. Marketers can arrange to have computerized ads change with much greater frequency than typical outdoor ads, timing their message to the season, the day of the week, and even the time of day. For instance, Edina Realty used its billboards to promote a number of time-sensitive sales and special offers. …”
“…Moreover, the technology that makes the signs work has fallen in price by more than half over the past few years, to $200,000 to $500,000 per sign, depending on size. In turn, the rates charged to advertisers have come down. And in September, the FHWA issued a memo stating that digital billboards violated no law. The ruling assuaged concerns among local and state officials who worried that the signs could pose a traffic hazard. It is generally accepted that if a motorist takes his or her eyes off the road for two seconds or longer, the likelihood of an accident greatly increases. The FHWA is working on a safety study concerning digital billboards; it is scheduled to be released at the end of 2009. For the time being, the agency recommends that the images on digital billboards remain static for at least four seconds–long enough, the agency believes, to ensure that the signs are no more distracting than standard billboards. (Many municipalities go further, requiring that an ad remain in place for no less than six seconds. …”
Digital Signage Replaces Static Print and Billboards
“…Digital signage involves a huge array of technologies that virtually replaces traditional retail signs. The static print signs and billboards people are used to seeing will soon be replaced with digital signage composed of electronic content and messages that are both targeted and interactive for everyone.
Plasma display panels, liquid crystal displays (LCDs) and scrolling message boards are currently the most common methods of projecting full-motion videos, sounds and text content. With digital signage, a manager or retailer is able to control and display any message they choose and deliver it to the public quickly and effectively. …”
// //
“…The benefits of using digital signage can be condensed into five important aspects:
1. Monitor and Manage Your Content
Digital signage software allows managers or retailers to easily add, remove or edit their content, and stream real-time broadcasting for instant delivery.
2. Give Your Business Better Visibility and Exposure
Whether your digital signage is indoor or outdoor, this software allows the use of any number of electronic devices that can be used to give your business the exposure it needs. These devices can include plasma screens, electronic billboards, kiosks, LCD monitors, HDTVs, touchscreen monitors and so many others.
3. Multiple Applications and Uses
Digital signage can be used for so many different tasks, such as retail advertising, employee training, consumer information, weather updates, corporate communication and much more.
4. Increased Revenue From Selling Advertising Space
Your digital signage software can generate more income through selling advertising space to your suppliers. Promote new brands or products by working with related manufacturers or advertise an upcoming corporate event. The possibilities are endless.
5. Target Your Audience
Changing the content of your digital signage is so quick and easy, you will be able to target any specific audience you desire during any time of day or night. …”
5. Outline which method(s) of advertising you wish to use, how long you think the ads should run and where they should run AND WHY. Local? Or National?
*This will require research
I would use outdoor digital billboards advertising using large LCD displays located near the street to attract passing motorists into the Walmart stores as well as mobile advertising trucks that can be parked at a Walmart store and moved to other stores in an area.
The adverstisements would run 24 hours per day, 7 day a week, 365 days per year and could be easily changed over the internet giving maximum exposure and flexibility.
Outdoor Advertising-Speech of the Street
VTV Outdoor Digital Billboard, 04/02/09
LED Billboard
Lamar LED Billboard
Digital Mobile Billboards Nationwide
U.S. Billboard Business Prepares Big Change
Selling Ads Into Store Windows: The New Billboards
6. Select a theme that correlates with the Wal-Mart brand.
What should the ads say? What overall message should they convey?
You do not have to create any ads, just plan the type and frequency you wish to run.
The theme and name for the advertising campaign will be:
Walmart– Guilty By Association–Guilty As Charged!
The ad will convey that Walmart carries quality national brands as well as the Walmart Great Value private store brand for most product categories, offers them at low unbeatable prices and provides great service from its team of associates.
The ad will also use the phrase Great Value which is also the name of the Walmart brand.
http://walmartstores.com/pressroom/Photos/Gallery.aspx?id=605
http://www.underconsideration.com/brandnew/archives/the_great_white_wash.php
The headline and body text of the ad will be surrounded by the logos of participating national brand names and will appear something like this:
Guilty By Association
Quality Brands
at
Unbeatable Prices
a
Great Value
with
Courteous Service
from
Walmart Associates
now
Shop & Buy
at
Guilty As Charged!
For example the following logos national brand names are currently appearing on the Walmart web site:
The ads will run continuously on an outdoor billboard and sign in front of every Walmart store to attract passing motorists. The ads will be rotated or switched every minute so that a passing motorists sees different ads each time he passes with the same message but with a different selection of Great Value products in the photograph.
Background Information
Walmart’s Private Label Product Packaging Re-Design
http://mattearleyworks.wordpress.com/2009/04/19/walmarts-private-label-product-package-re-design/
Wal-Mart chooses new advertising agency
Martin Agency known for quirky campaigs for GEICO and UPS
“…NEW YORK — Wal-Mart Stores Inc. said Friday that it has picked Interpublic Group of Co.’s Martin Agency, known for its quirky ads for GEICO insurance company and UPS, to help spearhead the discounter’s future image with consumers.
The decision comes after the world’s largest retailer in early December dumped its newly hired Draft FCB, another division of Interpublic Group, two days after the highly publicized firing of a top marketing executive, Julie Roehm along with her subordinate, Sean Womack.
Wal-Mart said Friday that Martin Agency will handle its creative responsibilities, and announced that Publicis Groupe SA’s MediaVest will oversee media buying and planning duties. Wal-Mart’s media and creative business is worth more than $500 million
Martin’ client list includes other big names such as Hanes and Discover Card. MediaVest’s long-standing clients include Coca-Cola Co. and Procter & Gamble Co.
“We’ve assembled a top-tier group of marketing partners that have deep retail experience, recognized creativity and an understanding of our customers,” said John Fleming, chief marketing officer at Wal-Mart, in a statement.
In an interview, John B. Adams, chairman and CEO of Martin Agency, based in Richmond, Va., said the agency’s “strong middle-American perspective” and its expertise in “provocative ads” make for a good combination for Wal-Mart. Its GEICO ads featured cavemen and testimonials from personalities like Little Richard.
“It is a useful perspective in doing work for Wal-Mart,” Adams said. ”
Pronk Papers 
