文档介绍：Volvo’ s Crushing Blow
Case Introduction
Case Analysis
Suggestions
Case Introduction
Volvo provides transportation related products and services with focus on quality, safety and environmental care. Founded more than 80 years ago, a solid position and reputation worldwide has been built up over the decades.
1990, Volvo put up an ad. es from the advertising agency which is led by Scali, McCabe, Sloves. This ad is "Bear foot" spots which aim to further show the safety and reliability of pany's cars. The ads was regarded by pany the most effective television promotions of the 1991 model year.
However, an attorney, James Mattox charged that the ads had been shot after production people had reinforced the Volvos and sawed through the pillars on peting cars. After that, Volvo took immediate actions, claiming that the advertising "urately characterized the event as a car-crushing exhibiton when in fact it was a dramatization of the actual event in Vermont". However, it was still unclear who had authorized the modifications and the spot director was unavailable ment. Executives at Scali expressed confusion and dismay. Different executives from Volvo believe Volvo is telling the truth.
Volvo insists that they produce a solid set of basic values safety, reliability and longevity.
This incident has a major damage to the industry.. Scali, MaCabe and Sloves ended relationship by resigning the Volvo account.
Lesse Spindler, promotion director of International Productions, said that pany did not have any advertising responsibility during the shoot. Their understanding was that they were to recreate that event. Sources reported that before the airing of the spots, Scali submitted to the works a producer's report vouching for the accuracy of mercial and stating that no specail effects or techniques had been used. In reality, the agency could have abvoided the fiasco by labeling the ad a "reenactment".
It is still a riddle about who has authertized the modifications of