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LOS ANGELES -- On Friday Wal-Mart Stores, Inc. will become one of the first retailers in the country to target Asian Pacific Americans with an advertising campaign in their native languages.
The campaign, unveiled yesterday by Wal-Mart, targets Chinese, Filipino, and Vietnamese consumers through TV, radio, and print advertisements in Cantonese, Mandarin, Vietnamese, and English. Wal-Mart said the ads offer first-hand testimonials of Asian-American families who have made Wal-Mart their "retailer of choice."
"Wal-Mart is one of the first retailers in the country to develop television ads that take into account the varying perspectives of Asian-American consumers from all ethnic backgrounds," said Nita Song, president of IW Group, Inc., the Los Angeles-based advertising and marketing firm that helped develop the ads. "It's also one of few retailers to recognize the importance of reaching out to this fast-growing segment of the U.S. population. Asian-Americans in general are fiercely brand-loyal, have the highest median household income in the country, and have a combined purchasing power in excess of $360 billion."
The ad campaign will run in select U.S. cities, including Los Angeles, Houston, San Diego, San Francisco, and San Jose, beginning April 1.
"At Wal-Mart we understand that our customers come from communities with diverse languages, cultures, and beliefs. We also know that a large segment of our Asian-American customers prefer to receive information about our company in their own languages," said Bob Connolly, e.v.p. of marketing and consumer communications for Wal-Mart Stores, Inc. "Communicating in the languages and culture familiar to Asian-Americans reflects Wal-Mart's deep commitment to diversity and our respect for all of our customers."