Goodyear Grandprix

B. Page

1979 campaign for Goodyear Prix-S tyres, a new launch steel-belted radial tyre. Full discussion of marketing background.
Agency: Wasey Campbell-EwaldAuthor: B. Page

Goodyear Grandprix

INTRODUCTION

This report gives a detailed analysis of the television launch of Grand Prix-S tyres campaign, 1979. An account of the market situation, and a comparison of the station selling prices and average rating with that obtained on Grand Prix-S is also included.

MARKETPLACE

During the first two months of the year, industrial disputes, culminating in the transport workers strike, resulted in an unpredictable situation at the beginning of March. Many campaigns which were planned for January and February, and then cancelled or postponed, were expected to re-appear in...

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