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.