Public Relatons Volvo Case Study :: essays research papers

Best subscribe in the GameIn 1996, Volvo Trucks North America confirmed its finish up appearance in the companys 17-year history. Volvo market share had dropped from 11.1 part in 1995 to 9.1 percent in 1996, and by the end of the year Volvo motor transports were bedded sixth among eight. In order to prove the Volvo truck was the best prime(a) for professional truckers, Volvo made the perfect decision to reach its targeted audience. interrogation of the periodic lives of truckers proved a common interest-Super Bowl XXXII. Volvo became the first truck bring about to advertise during the Super Bowl. Volvo hired Carmicheal kill Public Relations and Carmicheal Lynch Advertising to handle the account.ResearchResearch revealed the Super Bowl is the most- tick offed sports instance among trucking professionals. More than 60 percent of trucking professionals stop to watch the game. Smart Business was identified as the most sought-after means to re-build the Volvo name. The CLS re search team reviewed articles about the trucking industry, the trucking profession, test drove trucks and collected information about Super Bowl advertising and promotions. Research concluded the targeted audience consisted of three million Class 8 over-the-road truck drivers in North America, 229 Volvo Trucks dealerships, 3,000 Volvo Truck employees and the general public. The research appears to be gross(a) in the sense the product and the client were thoroughly researched and the audience was defined.Objectives1. change magnitude awareness of Volvo Trucks and its VN Series, including the Volvo 770 and the companys Volvo Trucks Super Bowl spot.2.Entrench the desired brand perception of Volvo Trucks as the smart choice for todays trucking professionals.3. come trial of Volvo trucks.4.Create multiple opportunities for Volvo truck dealers to act with Volvo customers.The objectives are consistently impact objectives because they represent preferred results of modifying the attitud es and behaviors of targeted audiences. The objectives are non mensural because follow-up surveys and post phone calls were not used in the evaluation portion of the test and because the objectives do not give a numerical impression of how much they want to do something. However, the objectives could be measurable because the information gathered in the research portion of the campaign could allot as a benchmark if follow-up methods were used.ProgrammingThe strategy of the Volvo campaign included 5 aspects1.Create a sweepstakes program that generates sales leads and ensures that truck drivers will watch Volvo Trucks Super Bowl TV spot2.Generate awareness of Volvo Trucks involvement in the Super Bowl through media relations and paid advertising