From Radio - The Forgotten Medium, what happens when Wal-Mart moves into town:
Posted by Kevin on November, 7 2005 at 09:39 AM
wrote:Walmart has a policy of not buying radio time, although lately the Sam's side of things has been buying spots, only because they're feeling pressure from Costco. Where I'm at you never heard a Sam's Club ad on the radio until Costco opened up. But, it is very rare that you will hear a Wal-Mart ad on the radio. The reason being is that local stores do very very little local advertising. All marketing has to go through home office and they buy all advertising in bulk...IE they buy TV time from networks and large conglomerates that own many TV stations instead of going to each individual station and buying time. They buy ads in newspapers from the publishers in bulk--many ads at a time. That way they can squeeze as much value out of it as possible and get the most for their money.
-- November 7, 2005 11:03 AM ∞
Amber wrote:Wal-Mart uses radio locally in our area to promote community events, but usually doesn't have to pay for it. Whenever we have a fundraiser for Children's Miracle Network, a local station usually shows up for a remote. We are, however, in a small (50,000) community without a local TV station, so radio is the most effective way to grab a local audience.
-- November 7, 2005 11:12 AM ∞
Steve Lee wrote:Wal-Mart signed "country music" singer Garth Brooks to an exclusive sales deal for his entire back catalog. Now he has released a new single while he is in "retirement" and the DJ says that it will be followed by a whole CD soon. When this song is played Wal-Mart gets mentioned. Garth Brooks, was the biggest seller for several years so his fans are still buying CD's awaiting his return to the concert trail. This tease will go on for several months so Wal-Mart will be mentioned daily,there is no need to buy radio advertising.
-- November 7, 2005 03:39 PM ∞
john henry wrote:Yawn....
Wal-Mart does very little advertising, compared to other retail businesses, in *any* medium. Read Sam Walton's book to find out why not. They used to not do any advertising at all pre about 1990 or so.
What is so special about radio?
John Henry
-- November 10, 2005 10:14 PM ∞
