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How does the “LIVE TESTS” campaign demonstrate the characteristic of integrated marketing communication? What grade would...

How does the “LIVE TESTS” campaign demonstrate the characteristic of integrated marketing communication? What grade would you give “LIVE TESTS” on integrated effectiveness? (was it effective? Explain).
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Answer #1

Live test campaign shows the characteristics of integrated marketing by going above Classical marketing process.The company tried to involve customer through video that is attractive to customers.This method of attracting customers worked very well because customers expressed that they chose Volvo and not other competitor for this feature.Today the company has 100 million views and social media shares amounted to 8 million .

I would grade 9 out of 10 because this Live Test campaign became an example for other companies and the ad really helped .

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