Goodyear Advertising Research: Past, Present, and Future

Describes how Goodyear Tyre & Rubber Company tests advertising copy and evaluates it. The ARS system is used for copy-testing.

Goodyear Advertising Research: Past, Present, and Future

Ronald P Conlin, manager of Market Planning and Research, Goodyear Tire and Rubber Company.

We at Goodyear believe one of the most significant applications of Total Quality Management within the company is that we have applied the T.Q. approach to advertising–an area that has not traditionally been thought of as appropriate for the principles of W. Edwards Deming.

The application of Total Quality Management to advertising has contributed to Goodyear's record profits and to our ability to successfully compete against foreign manufacturers. As Advertising Agereported in October 1992, '. ....

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