Pumping up advertising Tire makers boost marketing efforts, bucks for brands

摘要

After a widespread agency rotation, leading tire marketers are pumping up ad efforts, including major multiple-brand pushes from two of the top three U.S. players. U.S. segment leader Goodyear, based in Akron, is aiming to leverage more ad support behind its performance Dunlop brand, which until a few months ago received virtually no U.S. advertising (see accompanying chart).