You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Back-to-School Ad Campaigns Start Jarringly Early as Marketers Seek Tight Budgets Not Long After the Bell Stops Ringing, Walmart And Apple Try to Jump-Start the $84 Billion Spending Season By Natalie Zmuda, Published on July 08, 2013 3 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.