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Company Case Volvo Trucks: Integrated Marketing Communications of Epic Proportions the same with Volvo cars. the Volvo Group

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base for Volvo Trucks, building toward the campaigns grand finale. In little more than a year and on the eve of the debut of

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The questions are Below: Please answer them.

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 do Volvo Trucks face in maintaining the success it has achieved with this campaign?

Posted Date: Dec 11, 2021 12:03 PM

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