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.
This could also be of interest:
Research Papers
Internal communications within Dunlop
Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Author: Kingston P. Pratt
 
June 15, 1981
Research Reports
Advertising concept research for Babettes
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
March 1, 1975
Research Reports
Project 3: Advertising concept research
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
April 1, 1977
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