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Volkswagen Back In Super Bowl

  • USA Today, Monday, December 23, 2013 8:05 AM

Volkswagen will advertise in the Super Bowl for the fifth consecutive year. The company saw volume drop 5.2% for the first 11 months this year vs. one year ago, so the company will likely want to see some hard ROI. "VW relies too much on entertainment and not enough on brand engagement," says Robert Passikoff, founder of Brand Keys. The firm's 2013 consumer survey ranks VW way down at 18th place among 20 automakers that sell in the U.S., in terms of brand engagement. 

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