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14 – 18 Which promotional mix elements does Volvo trucks use?
A promotional mix is characterized as a mixture of promotional tools which a company uses to
display its product or service to the customer and build a relationship with them. Known as the 4
P’s - product, price, promotion, and place. The promotional element that Volvo trucks used was
social media; the centerpiece of the “Live Tests'' campaign is the multi-feature series of short films
launched individually on their YouTube channel and on their social media accounts. They also
utilized social media to grow Volvos audience Volvo also used a variety of different advertising,
such as print ads being placed in the trucking press and mini film ads being played on TV. As well
as directing marketing and taking orders through messaging apps. Volvo actively uses PR and
personal selling but has been striving for more.
14 – 19 How does the “Live Tests” campaign demonstrate the characteristic of integrated
marketing communication? What grade would you give “Live Tests” on integration
effectiveness?
The concept of integrated marketing communication is without regard to the various means being
used to communicate with the consumer. It is crucial that the same message goes out through all
mediums of communication, but those messages are to be disjointed with different messages
depending on the mix. Therefore, the “Live Tests” campaign is a good example as there were viral
videos with different themes, but a central character was the Volvo trucks. The point is to
