Abstract:
A series of concepts have been developed for a new TV campaign for Dunlop Worldbeaters. The objectives of this research were:
1. To examine the attitudes of motor car owners who have bought replacement radial tyres recently;
2. To obtain information on how they see different brands, especially Ounlop Worldbeater and Michelin;
3. To explore their reactions to the concepts, covering comprehension, credibility, appeal, positioning, and relationships to images about Dunlop, Worldbeaters, and Worldbeaters advertising;
4. To obtain some check on awareness of the 'Lapped the world twice' campaign and attitudes to it.
Research Reports
Motorists attitudes to Firestone Tyres
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
October 2, 1977
Research Reports
De Novo
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
February 1, 1978
Research Reports
The Denovo tyre and the female role in decision-making about cars
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
April 3, 1974
