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    Wal-Mart's New Ad Campaign Encourages Shoppers to 'Look Beyond the Basics'

    BENTONVILLE, Ark. -- The latest advertising campaign from Wal-Mart Stores, Inc. here is designed to encourage shoppers to see the retailer in a new, or at least different, light.

    BENTONVILLE, Ark. -- The latest advertising campaign from Wal-Mart Stores, Inc. here is designed to encourage shoppers to see the retailer in a new, or at least different, light.

    Wal-Mart said yesterday that its new multimedia advertising campaign aims to make customers discover Wal-Mart as a shopping destination that offers unexpected possibilities and solutions that go well beyond basic necessities.

    Nine new 15-second television spots will run on network and national cable stations and in national syndication and local markets. Two of the spots will air this week, and Wal-art will roll the rest out throughout the month of February.

    The campaign's new series of print ads, which the company is also launching this month, will appear not only in monthly magazines, but also in weeklies -- a first for Wal-Mart. The campaign also includes radio spots and an online component.

    Both the print and TV ads, which carry the tag line "Look beyond the basics", are structured as mini-testimonials, each of which features a shopper who tells the story of a trip to Wal-Mart which leads to a pleasant surprise. The "customers" go to Wal-Mart in search of something they need -- like chips and salsa, lipstick, eye drops, candy, or lightbulbs -- and end up buying something they want and had not expected to find -- like an inviting backyard firepit furniture set, trendy bedding, a fashionable outfit from Wal-Mart's Metro 7 line, an affordable plasma TV, or stylish dinnerware.

    "We've listened to our customers, and we know that when they shop, they're looking for more than just the basics," said Stephen Quinn, s.v.p. of marketing, in a statement. "They want value, but at the same time, they want style, excitement, innovation, and fun. Our objective with this campaign is to show that shoppers can find not only things they need at Wal-Mart, but also things they want, and all at 'the Wal-Mart price', across a broad range of merchandise categories."

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