Volvo Truck America Case
Autor: Chenxi ZHANG • January 30, 2018 • Case Study • 313 Words (2 Pages) • 1,076 Views
The target audiences of Volvo Truck America are mainly the drivers. The target market consists of truck fleet buyers and independent owner-operators. For the sweepstakes, the target audiences are only truck drivers.
The Best Drive sweepstakes campaign is consistent with the audience because it is relevant with drivers’ life.
The Best Driver sweepstakes uses a wide range of carefully coordinated media for promotion, offered truck drivers a chance to win a new Volvo VN770.
Online advertising: television, trucker magazines, Internet and radio stations.
Offline: Volvo truck dealers, truck stop, a national truck tour, consisting of two caravans of three VN770s
The target audiences can see and hear the information according to a wide range of social media: TV, print, radio and internet. In addition, the national truck tour creates additional interest.
And drivers could enter the sweepstakes by responding to print or radio ads, by visiting a Volvo Truck dealer or participating truck stop, or by clicking onto the Volvo Trucks Website.
The choice of media allows bringing the campaign to the right person.
What are the target audiences for Volvo Truck America? For the sweepstakes? Is the Best Drive sweepstakes campaign consistent with that audience? Who are the prescriptors?
2. List all promotional mix elements used in the Best Drive sweepstakes.
3. As completely as possible, analyze the campaign according to the steps listed in the chapter for developing effective marketing communication?
4. Why was it important for Volvo Truck America to communicate to a vast stakeholder target? Doing so, what was the goal?
5. Was the Best Drive sweepstakes IMC campaign successful? List the tangible (measurable) and intangible elements of success.
6. Considering the growth and importance of today’s digital marcom and IMC, what would you change to improve and update the campaign? Explain and detail your revised version of the “Best Drive in the Game Sweepstakes” strategy by making a new Graph (see Graph 1)
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