Dunlop needed a much more distinctive and powerful advertising campaign in 1967 to give its highway tyres an advantageous competitive position in a crowded truck and bus tyre market. In the search for its unique qualities, as against claims of the competitors, Dunlop asked its agency to find out the importance of different qualities of a tyre as perceived by the target segment. The research findings proved many common beliefs were wrong and highlighted the important benefits a buyer expected from a tyre. An advertising message based on his expectations was then developed. The question of the choice of a primary medium is also raised.