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Wal-Mart's media tack for tough times; National radio, targeted cable buys working for retailer's 'Live better' push.

Publication: Advertising Age
Publication Date: 03-NOV-08
Format: Online
Delivery: Immediate Online Access
Full Article Title: Wal-Mart's media tack for tough times; National radio, targeted cable buys working for retailer's 'Live better' push.(News)(Wal-Mart Stores Inc.)

Article Excerpt
Byline: ANDREW HAMPP And JACK NEFF

Wal-mart's "save money. Live better'' tagline seems to be translating to its media strategy, as recent buys on national radio and targeted cable networks such as CNBC have helped boost sales for some of the retailer's biggest initiatives.

Last week, Wal-Mart's exclusive retail sale of AC/DC's "Black Ice'' produced big results for the band, helping to move 784,000 copies during its first week in stores. That made it the second-largest debut week for a new album this year, according to Billboard. Helping to drive awareness was a targeted radio campaign Wal-Mart and its media agency, MediaVest, executed across key Clear Channel radio...



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