Volvo Spikes TV For AOL Ads

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Volvo, historically a strong television advertiser, said this week that it will premiere its new S60 sedan on America Online instead of network television.


Citing high costs resulting from the presidential election and the Screen Actors Guild strike, the Ford subsidiary struck a deal with AOL for the sign-in interstitial and to plaster banner ads within the ISP starting Oct. 9. The company said it would advertise on television again beginning in January.


The banner ads will link to a Volvo Web site where AOL subscribers can save up to $2,100 on the $26,500 car, which arrives at dealers Nov. 1. The site also will host a giveaway of 10 of the vehicles and a trip to Sweden.
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