FINDLAY, Ohio (Sept. 25, 2002)—Cooper Tire & Rubber Co. will distribute a full complement of advertising and point-of-sale materials to dealers to promote the company's recent award by J.D. Power and Associates.
In Power's 2002 Replacement Tire Customer Satisfaction Study, Cooper tied with Michelin North America Inc. for first in the light truck tire category. The study took into consideration several customer-driven measures including product quality, situational performance, long-term performance and design.
Cooper will provide dealers with packages that include a special poster, newspaper ad slicks, door decals, radio scripts and a counter card. In addition, the company has created a 30-second TV spot called “This just in,” that highlights Cooper's Discoverer line of light truck and sport-utility vehicle tires.
The spot will be shown during Cooper's regularly planned September cable television schedule on 14 networks, including CNN Headline News, ESPN and The Weather Channel. A dealer version also will be available.
“All of these advertising aids are designed to help maximize the value of this recognition where it counts, at the retail point of sale,” said Patricia Brown, Cooper vice president of advertising and communications. Dealers benefit from the award, she added, “because Cooper tire buyers demonstrate 'higher-than-average loyalty.” Also contributing to this loyalty is a strong level of service by Cooper dealers, she said.
The Power study was based on 9,431 responses from U.S. motorists who recently purchased replacement tires for their vehicles.