Volvo’s Bear Foot Misstep
Team   Members <ul><li>Craig Epps </li></ul><ul><li>Adina Loochkartt </li></ul><ul><li>Ivan Rodriguez </li></ul><ul><li>Jo...
Background <ul><li>Volvo’s Television Ad </li></ul><ul><li>Critically Acclaimed </li></ul><ul><li>The Idea </li></ul><ul><...
Main Issues <ul><li>Principal Problems: </li></ul><ul><li>Re-creating a scene in an ad and failing to inform the public </...
Volvo’s Response <ul><li>“ Unaware the cars were rigged for the ads.” </li></ul><ul><li>Volvo runs corrective ads; apologi...
Was the Ad Deceptive? <ul><li>Does the ad makes false claims? </li></ul><ul><li>Does the ad produce false beliefs? </li></...
Comparisons <ul><li>Food ads: </li></ul><ul><ul><li>Ice Cream vs. Mashed Potatoes </li></ul></ul><ul><li>Mock-ups: </li></...
Possible Solutions <ul><li>Avoid Deception: </li></ul><ul><li>No tampering/rigging </li></ul><ul><li>Disclose Information:...
Final Recommendation <ul><li>Best Solution:  </li></ul><ul><li>Hire a new ad agency. </li></ul><ul><li>Create a quality co...
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Volvo's Bear Foot Misstep (Final)

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Team Members: Craig Epps, Adina Loochkartt, Ivan Rodriguez, Jorge Tavarez

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Volvo's Bear Foot Misstep (Final)

  1. 1. Volvo’s Bear Foot Misstep
  2. 2. Team Members <ul><li>Craig Epps </li></ul><ul><li>Adina Loochkartt </li></ul><ul><li>Ivan Rodriguez </li></ul><ul><li>Jorge Tavarez </li></ul>
  3. 3. Background <ul><li>Volvo’s Television Ad </li></ul><ul><li>Critically Acclaimed </li></ul><ul><li>The Idea </li></ul><ul><li>Rigged </li></ul><ul><li>Apology </li></ul><ul><li>Not the First Time </li></ul>
  4. 4. Main Issues <ul><li>Principal Problems: </li></ul><ul><li>Re-creating a scene in an ad and failing to inform the public </li></ul><ul><li>Tampering with the vehicles </li></ul><ul><li>Texas files a lawsuit </li></ul><ul><li>Volvo’s image suffers </li></ul><ul><li>Volvo pays legal fees </li></ul>
  5. 5. Volvo’s Response <ul><li>“ Unaware the cars were rigged for the ads.” </li></ul><ul><li>Volvo runs corrective ads; apologizes to the public </li></ul><ul><li>“ However, they stand by the original ad,” claiming that indeed, a Volvo car can withstand a 5-ton truck </li></ul>
  6. 6. Was the Ad Deceptive? <ul><li>Does the ad makes false claims? </li></ul><ul><li>Does the ad produce false beliefs? </li></ul><ul><li>Is it objectionable? </li></ul><ul><li>How does it affect consumers? </li></ul>
  7. 7. Comparisons <ul><li>Food ads: </li></ul><ul><ul><li>Ice Cream vs. Mashed Potatoes </li></ul></ul><ul><li>Mock-ups: </li></ul><ul><ul><li>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. </li></ul></ul><ul><li>Similar to Volvo? </li></ul>
  8. 8. Possible Solutions <ul><li>Avoid Deception: </li></ul><ul><li>No tampering/rigging </li></ul><ul><li>Disclose Information: </li></ul><ul><li>Dramatization & Pertinent facts </li></ul><ul><li>Ad agency: </li></ul><ul><li>Don’t use an agency that you’ve had problems with in the past. </li></ul>
  9. 9. Final Recommendation <ul><li>Best Solution: </li></ul><ul><li>Hire a new ad agency. </li></ul><ul><li>Create a quality control panel to review all advertisements and sign off. </li></ul><ul><li>Informing viewers whether an ad is a dramatization or demonstration. </li></ul><ul><li>Develop mission statement. </li></ul><ul><li>Develop company ethics program. </li></ul><ul><li>Develop ethics committee. </li></ul><ul><li>Develop search and hiring committee. </li></ul><ul><li>Develop field training and evaluation program. </li></ul><ul><li>Develop performance evaluation program. </li></ul>
  10. 10. Questions / Comments?

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