More on the new ad campaign

Here's a nice summary of what has been going on concerning Walmart's new ad campaign as seen by a local paper: Arkansas Democrat Gazette
Wal-Mart Stores Inc. launched a new twist on an old theme Wednesday, replacing its 19-year old Always Low Prices tag line with Save Money, Live Better. ... Wal-Mart’s chief advertising agency, The Martin Agency of Richmond, Va., will incorporate the theme throughout Wal-Mart’s promotions, the company said. Wal-Mart hired Martin in January... ... Four other advertising agencies also will incorporate the new theme in Wal-Mart’s advertising.
Here's my favorite part from an industry "expert":
Retail consultant Don Delzell said the new advertising theme should be effective. ... “It's all about aspirational marketing — what does the consumer aspire to ?” said Delzell, a partner in the consulting firm Retail Advantage in Redondo Beach, Calif.
Aspirational marketing? Do people aspire to shop at Walmart? I thought they aspired to not have to shop at Walmart. Who is Don Delzell and how arms length are his opinions?

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