Santora Advertising Case Study
“Advertising is nothing but salesmanship in print” - John Kennedy 1904 (Copywriter)
Till the term “Salesmanship in print” was coined, advertising was seen as information dissemination, and only later acquired the dimension of selling – persuading through advertisements started only after …show more content…
Brands of a few decades back aren’t known anymore. Today’s brands may not survive tomorrow. Therefore, sustainable advertising to sell the product and building enduring brand values create brand building advertising.
In 1970s, FCB developed their own model – the FCB Grid, to understand how advertising worked and brand building was done.
In consumer product advertising, the case studies discussed include
• Santoor soap- establishing itself in the aggressive soap market with its positioning statement and creative insight “mistaken identity” execution. The success was purely because of displaying benefits and delivering on its promise through Advertising,
• Sundrop oil – exploring opportunity by introducing a new offering of healthy oil, positioning it well and propelling an entire category
• Captain cook atta – converting consumers from unbranded commodities to brands by exhibiting the superior quality of ingredients (golden wheat). The storyline-based advertisement was achieved the objective of educating the