Volvo's Bear Foot Misstep (Final)
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Transcript of Volvo's Bear Foot Misstep (Final)
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Volvo’s Bear Foot Misstep
QuickTime™ and a decompressor
are needed to see this picture.
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Team Members
Craig Epps
Adina Loochkartt
Ivan Rodriguez
Jorge Tavarez
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Background• Volvo’s Television Ad• Critically Acclaimed• The Idea• Rigged• Apology• Not the First Time
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Main Issues
• Principal Problems:• Re-creating a scene in an ad and failing to
inform the public• Tampering with the vehicles• Texas files a lawsuit• Volvo’s image suffers• Volvo pays legal fees
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Volvo’s Response• “Unaware the cars were rigged for the ads.”• Volvo runs corrective ads; apologizes to the
public• “However, they stand by the original ad,”
claiming that indeed, a Volvo car can withstand a 5-ton truck
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Was the Ad Deceptive?
• Does the ad makes false claims?
• Does the ad produce false beliefs?
• Is it objectionable?
• How does it affect consumers?
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Comparisons
• Food ads: Ice Cream vs. Mashed Potatoes
• Mock-ups: A mock-up is simply a full-size display model that
looks similar to the original product and does not
include extra internal elements to give strength.
• Similar to Volvo?
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Possible Solutions
• Avoid Deception:
No tampering/rigging• Disclose Information:
Dramatization & Pertinent facts• Ad agency:
Don’t use an agency that you’ve had problems with in the past.
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Final Recommendation
Best Solution: • Hire a new ad agency.• Create a quality control panel to review all advertisements
and sign off.• Informing viewers whether an ad is a dramatization or
demonstration.• Develop mission statement.• Develop company ethics program.• Develop ethics committee.• Develop search and hiring committee.• Develop field training and evaluation program.• Develop performance evaluation program.
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Questions / Comments?