Analysis: Weekly Web Watch - Volvo passes on expensive TV spots, uses online ads instead

Volvo might not be anywhere near the top of the car manufacturer list in terms of sales. But even for a company like Volvo, the launch of a new model is a big deal. If they get it wrong, if they fail to make the kind of impact that would normally be expected from a TV ad campaign costing tens of millions of dollars, then they'll be up the proverbial creek. That's why Volvo's decision to spend less than dollars 10 million on online advertising for the launch of its new S60 sedan is a big deal.

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