Nessie, knights pitch Meijer
Jeff Stoltman, marketing professor at Wayne State University, talks about the new advertising campaign launched by Meijer. This week, Meijer began running new TV ads touting its low prices, using a cast of unusual actors, including Big Foot, the Loch Ness monster, two fighting knights and a genie on a magic floating carpet. In the ultracompetitive grocery-store market, chains often teeter between messages of high quality and low pricing. With tough economic times, many chains focus on a message of \"everyday low prices\" as opposed to the price-chopping advertising strategy of yesteryear. \"Just the argument that our prices are low, well, Wal-Mart says that. You have to give a little more power and energy and creativity to ads,\" Stoltman says. Stoltman applauds Meijer for coming up with creative ads, but, that said, ads alone won\'t be enough to draw more customers. \"I don\'t see it driving traffic to the store,\" he adds.