4 ms·

>neither Amazon nor walmart advertises much... What? Amazon is googles largest advertiser and walmart outspends target almost 2:1 ... http://adage.com/articl

>neither Amazon nor walmart advertises much... What? Amazon is googles largest advertiser and walmart outspends target almost 2:1 ... http://adage.com/article/digital/amazon-tops-list-google-s-25-biggest-search-advertisers/294922/ http://adage.com/article/digital/amazon-tops-list-google-s-2...

Animats 11y ago
That's spending on Google ads, not total ad spend. The ad industry complains that WalMart doesn't spend enough on ads.[1] Amazon's ad spending went way up in 2013, but it didn't help; too much was related to their mobile devices, which flopped.[2][3] [1] http://adage.com/article/cmo-strategy/fix-walmart-s-woes-spend-tv-ads/229388/ http://adage.com/article/cmo-strategy/fix-walmart-s-woes-spe... [2] http://adage.com/article/agency-news/amazon-reviews-media-account/240617/ http://adage.com/article/agency-news/amazon-reviews-media-ac... [3] http://adage.com/article/digital/amazon-loses-126-million-marketing-expenses-rise-40/294316/ http://adage.com/article/digital/amazon-loses-126-million-ma...
- davemel37 11y ago
  I don't have time to track down other articles, but if your point was that there are very valuable brands that don't advertise as much as others, you are right. However, advertising when you are a large brand serves a different function than when you are smaller. Large brands need to protect their position in the market, smaller brands need to drive sales. My guess about your original comment is that you were exposed to Target back to school commercials recently and so they appeared like a larger advertiser than amazon or walmart who focus less on back to school. The reality though is that advertising comes in many shapes and sizes, and is bought in many different ways. Limiting this to direct media buying is a little deceptive as some brands engage in PR and other strategies that serve the same goal as advertising, without paying a publisher for placement. It isn't an equal comparison to use direct ad buying as a barometer to prove that advertising just shifts demand and doesn't create it, when PR and other marketing strategies are arguably the same exact thing, just bought in a different way.
- GFK_of_xmaspast 11y ago
  I don't really watch TV anymore but I remember Walmart having no shortage of 'falling prices' ads.

Animats 11y ago

That's spending on Google ads, not total ad spend. The ad industry complains that WalMart doesn't spend enough on ads.[1] Amazon's ad spending went way up in 2013, but it didn't help; too much was related to their mobile devices, which flopped.[2][3] [1] http://adage.com/article/cmo-strategy/fix-walmart-s-woes-spend-tv-ads/229388/ http://adage.com/article/cmo-strategy/fix-walmart-s-woes-spe... [2] http://adage.com/article/agency-news/amazon-reviews-media-account/240617/ http://adage.com/article/agency-news/amazon-reviews-media-ac... [3] http://adage.com/article/digital/amazon-loses-126-million-marketing-expenses-rise-40/294316/ http://adage.com/article/digital/amazon-loses-126-million-ma...

davemel37 11y ago
I don't have time to track down other articles, but if your point was that there are very valuable brands that don't advertise as much as others, you are right. However, advertising when you are a large brand serves a different function than when you are smaller. Large brands need to protect their position in the market, smaller brands need to drive sales. My guess about your original comment is that you were exposed to Target back to school commercials recently and so they appeared like a larger advertiser than amazon or walmart who focus less on back to school. The reality though is that advertising comes in many shapes and sizes, and is bought in many different ways. Limiting this to direct media buying is a little deceptive as some brands engage in PR and other strategies that serve the same goal as advertising, without paying a publisher for placement. It isn't an equal comparison to use direct ad buying as a barometer to prove that advertising just shifts demand and doesn't create it, when PR and other marketing strategies are arguably the same exact thing, just bought in a different way.
GFK_of_xmaspast 11y ago
I don't really watch TV anymore but I remember Walmart having no shortage of 'falling prices' ads.