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JEAN SIMPSON, head broadcast buyer for Sind & Sullivan, is shown here going over market and media research figures with Volvo Distributing lie. sales mgr. Dave Beesley, and agency president Bob Sind (standing) at planning session prior to start of "staggered" market campaign for Volvo
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Volvo bounces back with radio
^ Radio helps Swedish import Volvo recover from setback dealt foreign cars by American compacts last year
^ Finished last year in 10th place among foreign car favorites here. Now, six months later, in sixth place
tast year, the Swedish Volvo, like j)ther imports, was severely kicked | n the carburetor by American com
"tilion in the small-car field. Sales lagged like a flat tire. But the setback was a brief one, thanks largely
0 a spot radio campaign launched.
arly this year, with high octane im
>act. According to Volvo's agency — Sind
v Sullivan ( the advertising affiliate of
SPONSOR • 17 JULY 1961
the public relations firm of Edward Gottlieb & Associates I , in April, less than four months after the current air campaign broke, Volvo moved quickly out of its 10th position to place sixth among the foreign favorites. Now, only midway through the program. Volvo has ensconced itself solidly in this position.
Bob Sind. president of Sind & Sullivan, credits much of Volvo's cur
rent popularity to the new advertising scheme which is paving the \\a\ for the little foreigner market by market on a "stagger" system.
The "staggered" market invasion was tested first in Boston in January this year. After six weeks it was renewed to 13 weeks. Coincidental with the Boston renewal, stations in the New York market were bought on the same plan — six weeks first followed up by a 13-week renewal. Philadelphia was next, and so it went, on the same plan, so that, at the present, the Volvo story is being heard in these markets: Boston, Providence. New York. New Jersey, Southern Connecticut. Long Island. Philadelphia. Washington. Baltimore. Miami. Chicago. Cleveland. Detroit. Los Angeles,
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