TITLE

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AUTHOR(S)
Henry, Jim
PUB. DATE
October 1996
SOURCE
Automotive News;10/7/1996, Vol. 71 Issue 5681, p4I
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Focuses on the image Volvo Cars of North America wishes to project to its customers in relation to their automobiles. Perceptions of Volvo as the `safe car'; Indepth look at the advertising strategy Volvo implemented; Comments from Bob Austin, Volvo director of marketing communications. INSET: Ads reinforce the message..
ACCESSION #
9610310398

 

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