Question: 1. Which promotional mix elements does Volvo Trucks use? 2. How does the Live Tests campaign demonstrate the characteristic of integrated marketing communication? What grade

1. Which promotional mix elements does Volvo Trucks use?

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

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

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

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