TITLE

Volvo changes strategy on minority ads

AUTHOR(S)
Washington, Frank S.
PUB. DATE
October 1999
SOURCE
Automotive News;10/25/1999, Vol. 74 Issue 5845, pAM6
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
2439313

 

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