Michelin creates a TV commercial showing how their HydroEdge tires stop an average of 14 feet shorter than Goodyear's ComforTred tires. Their primary communication objective most likely is:
A) to persuade new car owners that they bought the wrong tires
B) to convince non-drivers to buy a car and put Michelin tires on it
C) to convince other brand users about Michelin's superior safety performance to ensure that their next purchase is a set of Michelin tires
D) to increase repeat purchases from brand loyals

Question

Quizplus · Accepted Answer

The commercial is targeting users of other brands to convince them about Michelin's superior safety performance, in order to ensure that their next tire purchase is a set of Michelin tires. The objective is not to persuade new car owners that they bought the wrong tires, nor to convince non-drivers to buy a car and put Michelin tires on it. Additionally, the commercial does not focus on increasing repeat purchases from existing Michelin customers, so option D is also incorrect.

Michelin Creates a TV Commercial Showing How Their HydroEdge Tires