HOT SPOT: GOODYEAR;INFINITRED DRIVES LIFETIME BARGAIN

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Goodyear Tire & Rubber Co. unveiled on March 10 a $32 million-plus media blitz for its new Infinitred tire, which carries a lifetime tread wear warranty. Advertising from J. Walter Thompson USA, Detroit, includes three 30-second TV spots, radio spots featuring basketball analyst Dick Vitale, and newspaper and magazine ads. Goodyear expects the product to be more successful than its Aquatred wet-traction tire.
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