Walmart Browbeats Marketers for Bigger Slice of Their Ad Budgets†

Risk of Losing Shelf Space May Persuade Some to Fork Over Consumer-Media Dollars

Advertising Age, July 20, 2009 — Walmart has launched an aggressive push to have marketers divert their consumer media and marketing budgets into the giant retailer's growing ad budget and in-store marketing programs, using a simultaneous push to clear underperforming brands off its shelves as extra leverage.