Volvo changes strategy on minority ads

Washington, Frank S.
October 1999
Automotive News;10/25/1999, Vol. 74 Issue 5845, pAM6
Trade Publication
Reports on Volvo Cars of North America Inc.'s debut of a print advertisement for the S40 and V40 entry-level cars in `Black Enterprise' magazine. Company's testing of marketing programs aimed at black car buyers in 2000; Reason for the company's decision to reverse an earlier strategy not to use ethnic media to advertise its products.


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