“Be Sure Be Bancroft”

The auto industry has a reputation that puts fear in a consumers mind. At
Davis Advertising we are fortunate to handle dealer groups that have
wonderful reputations, treat their customers with respect and give consumers
an honest value. Unfortunately, most dealers are lumped into the small group
of hard selling, disreputable dealers.

Bancroft Motors came to us and asked us to prepare a brand line that would
separate them from these other dealers. Davis Advertising created the “Be
Sure Be Bancroft” brand line. To consumers, being sure that they made a
good deal from a dealer that would stay with them through the years was the
key conclusion of many different research studies in the automotive field.

Working with this theme Davis Advertising created a series of television
spots, point of purchase displays, and newspaper and magazine ads using the
copyline Absolutely Positively SURE. Using actors to portray individuals
who are never sure about anything, but were sure about doing business with
Bancroft Motors emphasized Bancroft Motor’s reputation for quality and
service.

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