VOLVO READY TO ACT ON LEADS AFTER INFOMERCIAL SUCCESS: AUTO MARKETER SAYS FOLLOW-UP IS KEY AS 4,000 VIEWERS CALL IN.

Advertising Age, January, 1999 by Halliday, Jean

Volvo Cars North America was "tuned up" this time around for the thousands of leads that poured in from its latest infomercial.

The new 28-minute infomercial, backing the S80 sedan, aired 13 times on several cable channels from Dec. 26 through Jan. 10. The documentary-like program offered an 800-number to call for a free 100-page publication about the car, developed by Hachette Filipacchi Magazines' Road & Track.

Volvo got 4,000 calls from viewers, said Bob Austin, director of marketing communications. Follow-up mailings will allow Volvo "to determine who watched what channel, at what time of day and how that may be connected into sales, which is more data than you get from traditional advertising," he said.

Fitzgerald Brunetti, New York,...

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