The ad industry is fighting back
- by admin
By LISA JONESMAN and KAREN M. SHORTON, APA News EditorAUSTIN (AP) Walgreens Boots Alliance Inc. said Wednesday that it has stopped its $300 million ad buy for a national chain of specialty pharmacies in a move that will help save its $4.7 billion ad budget for fiscal 2019.
Walgreens spokesman Mike Pyle said the chain has already spent $100 million on its own ads to help it reach pharmacies, and has no plans to do so in the near future.
The ad buy was announced in a blog post on Walgens.com and will not affect the company’s annual report due March 1.
Pyle said Walgarts ads were originally planned for a nationwide pharmacy chain in the future but are now being focused on a local Walgreen chain in Dallas.
The move comes as Walgards advertising sales are under scrutiny for its poor performance in recent years, with some analysts calling the chain’s spending on ads “a recipe for failure.”
A recent survey by independent advertising research firm Brandwatch found that Walgaws ads generated negative perceptions of the company, including poor customer service and poor brand image.
Walmart said it would continue to work with Walgills marketing and advertising partners, including AdAge and Publicis Groupe, to make sure its ads do not negatively impact the brand image and sales.
“As a result of the recent Walgops ads, the Walgwares brand image is now a little better,” Walgwalers spokeswoman Stephanie Feltz said in a statement.
“It is important to note that Walmart is committed to maintaining and improving the quality of our ads and we will continue to invest in our ads to achieve this.”
Walgarts was among five U.S. chains surveyed by Brandwatch for a 2015 report that found Walgws ads generated a negative perception of the chain.
The chain had a negative brand image rating of 37 percent and a negative overall brand impression of 47 percent.
Walgads ads were also associated with poor sales of the drugstore chain, which has struggled to get customers back to its doors.
The study found that in 2014, Walgwarts ads were viewed on average 7,500 times.
The chain said in the blog post that it “will continue to continue to explore ways to help our clients reach their goal of achieving the same quality of customer experience that our clients expect of us.
We are focused on strengthening our business through strategic investments, which include enhancing our customer experience, including a continued investment in our Walgweas brand awareness program.”
Walmart’s advertising spending will continue, Pyle added.
By LISA JONESMAN and KAREN M. SHORTON, APA News EditorAUSTIN (AP) Walgreens Boots Alliance Inc. said Wednesday that it has…
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