<p>W3TR</p>
<p title="w3tr">W3TR</p>
<p title="w3trrr">W3TR</p>
<p title="www3tr">W3TR</p>
<p>W3TR</p>
<span title="w3tr">W3TR</span>

$("p[title*='w3tr']").css("background-color", "red");