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    MKTG Quiz 3

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    HassanAli
    Volvo initiated a successful "live tests" campaign to advertise the launch of five new truck models. The campaign highlighted the products' features, positioned Volvo trucks as high-performing, and promoted through social media given a tight budget. Volvo also ran print ads in truck papers and interviewed engineers to attract traffic. The campaign demonstrated integrated marketing communication through its consistent messaging across promotional channels. While effective for Volvo, a live tests approach may not suit all business-to-business marketers given differences in products, customers, and marketing objectives. Major challenges for Volvo include consistently delivering engaging campaigns to maintain standards, and providing high customer support and service to retain customers attracted by its successful brand awareness initiatives.

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    MKTG Quiz 3

    Uploaded by

    HassanAli
    1K views2 pages
    Volvo initiated a successful "live tests" campaign to advertise the launch of five new truck models. The campaign highlighted the products' features, positioned Volvo trucks as high-performing, and promoted through social media given a tight budget. Volvo also ran print ads in truck papers and interviewed engineers to attract traffic. The campaign demonstrated integrated marketing communication through its consistent messaging across promotional channels. While effective for Volvo, a live tests approach may not suit all business-to-business marketers given differences in products, customers, and marketing objectives. Major challenges for Volvo include consistently delivering engaging campaigns to maintain standards, and providing high customer support and service to retain customers attracted by its successful brand awareness initiatives.

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    MKTG quiz 3

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    Volvo initiated a successful "live tests" campaign to advertise the launch of five new truck models. The campaign highlighted the products' features, positioned Volvo trucks as high-performing, and promoted through social media given a tight budget. Volvo also ran print ads in truck papers and interviewed engineers to attract traffic. The campaign demonstrated integrated marketing communication through its consistent messaging across promotional channels. While effective for Volvo, a live tests approach may not suit all business-to-business marketers given differences in products, customers, and marketing objectives. Major challenges for Volvo include consistently delivering engaging campaigns to maintain standards, and providing high customer support and service to retain customers attracted by its successful brand awareness initiatives.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    1K views2 pages

    MKTG Quiz 3

    Uploaded by

    HassanAli
    Volvo initiated a successful "live tests" campaign to advertise the launch of five new truck models. The campaign highlighted the products' features, positioned Volvo trucks as high-performing, and promoted through social media given a tight budget. Volvo also ran print ads in truck papers and interviewed engineers to attract traffic. The campaign demonstrated integrated marketing communication through its consistent messaging across promotional channels. While effective for Volvo, a live tests approach may not suit all business-to-business marketers given differences in products, customers, and marketing objectives. Major challenges for Volvo include consistently delivering engaging campaigns to maintain standards, and providing high customer support and service to retain customers attracted by its successful brand awareness initiatives.

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    © All Rights Reserved
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    of 2

    1. Which promotional mix elements does Volvo Trucks use?

    Volvo initiated and ran a successful ‘live-tests’ campaign to advertise the launch of its five new
    model. The campaign successfully pointed out the relevant features of the product, positioned its
    truck as one of the finest built with high accuracy and performance, and promoted extensively via
    social media channels, given that is was on a tight budget. Moreover, to gain more viewership and
    increasing brand awareness, it also sponsored print ads in truck papers along with interviews with
    volvo engineers to attract more traffic for its campaigns, thereby incorporating the advertising
    aspect and more online marketing tools of promotional mix to achieve its objectives.

    2. How does the “Live Tests” campaign demonstrate the characteristic of integrated marketing
    communication? What grade would you give “Live Tests” on integration effectiveness?

    Integrated marketing communication requires a brand to communicate a strong and consistent


    message to the customers via various promotional channels to attain higher customer engagement
    and awareness. Volvo’s IMC carefully blended the mix of promotional tools to coordinate the
    customer touchpoints and deliver a clear, consistent, and compelling message. The live tests
    campaign demonstrate the perfect use of IMC since the message it delivered did not overlap other
    promotional tools, nor contradicted, but provided a clear value proposition for volvo. For instance,
    the marketing team at volvo carefully chose their advertising media such as youtube based on its
    target audience and brand awareness objectives, focused on the media timing of their ads and also
    supported the various launches via sponsored print ads. Volvo, consistent with its goal of brand
    awareness, focused solely on promoting the high quality features of its trucks backed by
    testimonials, and did not rush in to directly advertising promotional offers. Therefore, I would grade
    its live tests campaign as a highly effective one (High-grade).

    3. Is the consumer marketing approach taken by “Live Tests” appropriate for all B-to-B marketers?
    Explain.

    Although the live tests approach worked extremely well for Volvo since it used IMC perfectly, this
    strategy may not be appropriate for all its b2b marketers. As mentioned in the text, while
    advertising to b2b, the companies choices are influenced by many such as friends, family, the
    company executives, company’s sales team and operations supervisors, etc. Since the live-test
    approach was made to appeal to every customer, it worked well for volvo. However, it may not
    work well with all the b2b marketers for specific products. For instance, a lawn mover company
    advertising via live tests may not deliver the exact performance and reach as the Volvo trucks did so
    the individual product sizes and its functions to the consumers may matter as well. Therefore, such
    asn approach can not be deemed appropriate for every b2b marketer.

    What challenges does Volvo Trucks face in maintaining the success it has achieved with this
    campaign?

    A major challenge would be to deliver such live tests consistently. Volvo’s live tests have the set a
    high standard for all its future ads, therefore consumers expect the same level of advertising and
    high customer engagement ads in the future which might be a challenge for the company. Lastly,
    the live tests idea may eventually stale out and so Volvo needs to consistently create and think of
    new promotional ideas and ads creatives which would continue to deliver the highest customer
    value and satisfaction. Also, After volvo’s successful brand awareness campaigns, its sales must have
    increased exponentially. Therefore, Volvo needs an exclusive team for their customers’ post-
    purchase behavior. The customers may include big logistics companies which may require extensive
    customer support and technical maintenance for volvo’s trucks so it is imperative for the company
    to provide with the highest customer experience. It would also help the brand to retain its
    customers in the long run.

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