AMB318: Advertising Copywriting Assessment 2: Portfolio

2015

Name: Jenny Chan Student Number: n8738254 Tutorial Number: 2 Tutorial Time: Wednesday, 10am-11am Tutorial Name: Shayne Armstrong Due Date: 13 October 2015

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Murray’s Craft Brewing

Company Headlines

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Creative Strategy Advertising will convince is that Murray’s ‘Wild Thing’ Imperial Stout was inspired by the great stouts favourable by the Russian Imperial Court. Every beer has its own distinct personality and massive intense drinking experience. A massive, intense drinking experience. The tone will be serious and scary and the brand character will be cheeky, confident and fun.

CLIENT: Murray’s Craft Brewing Company PRODUCT: Wild Thing Imperial Stout MEDIUM: FULL PAGE, FULL COLOUR MAGAZINE AND NEWSPAPER ADS IN

GENERAL CONSUMER AND SPECIAL INTEREST MAGAZINES DATE: 5/09/15 KEY NO: 1890 – N&D – 017 165 AUTHOR: JENNY CHAN

Headline: Feel the darkness inside you. Pic: (WILD THING IMPERIAL STOUT PRODUCT WILL BE IN FRONT OF

THE DARK FORESTS AS THE BACKGROUND WITH FULL MOON AS THE LIGHT AT THE TOP OF RIGHT HAND SIDE)

Subhead: Wild Thing Imperial Stout Pic: (WILD THING IMPERIAL STOUT) Copy: Murray’s Craft Brewing Co makes an array of unique and offbeat

naturally crafted beer since 2006. Every beer has its own distinct personality. Winner of many awards and accolades including Australia’s Brewer of the Year 2013.

Logo: (MURRAY’S CRAFT BREWING COMPANY) Bold: http://www.murraysbrewingco.com.au/beer.php

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Rationale

The purpose of this advertisement is to create a headline for print advertisements in

magazines and newspapers.

The concept of this advertisement, the headline is “Feel the darkness inside you” for

the product of Wild Thing Imperial Stout. This headline means that the product of

Wild Thing Imperial Stout is described as dark and scary. The copy to support the

advertisement includes the single-minded proposition, product description and

website. This use of word gives the brand a sense of lifestyle with the taste of strong

dark chocolate.

In this advertisement for print ads of Wild Thing Imperial Stout image product is

setting out the colour black. Totally black. Impossible to see through even when held

up to the light. This suggests that the product would set as the Wild Thing Imperial

Stout will be in front of the dark forests as the background with full moon. This

message convey by the pictorial to the reader in a pictorial sense of Wild Thing

Imperial Stout product.

Overall, the reader will likely to try new drink and this will lead to a desire for wanting

a Wild Thing Imperial Stout with aromas of strong dark chocolate, a little fruitiness

from the hops and yeast and some rumminess from the alcohol.

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Tabasco Chipotle Pepper

Sauce Short Copy Magazine

Ad

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Creative Strategy Advertising will convince is target on males aged of 18-25 who is a university student or workers like the strong flavours, likes a bit of spice, enjoy BBQs. Looking for easy ways to enhance food and impress friends and prospective dates. The tone of the product will be daring and the brand character is cheeky and fun. CLIENT: MCILHENNY COMPANY PRODUCT: TABASCO CHIPOTLE PEPPER SAUCE MEDIUM: FULL PAGE, FULL COLOUR MAGAZINE ADS IN GENERAL

CONSUMER AND SPECIAL INTEREST MAGAZINES DATE: 9/09/15 KEY NO: PNR 1428/RS AUTHOR: JENNY CHAN

Overline: Made in USA

Headline: Bring the meal together with Tabasco Spice Pic: (ONE MALE CARRY THE TABASCO CHIPOTLE PEPPER SAUCE

AND GROUP OF FRIENDS COME TOGETHER TO HAVE DINNER TOGETHER IN A TABLE)

Copy: Smooth, dark, smoky BBQ sauce with a hint of Tabasco spice.

FEATURES:

Made from fire-smoked red jalapeno peppers

Smooth, smoky flavour

Ideal for barbecuing, marinating, cooking or splashing on meats, salads and vegetables.

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Rationale

The purpose of this short advertisement is to create strong image of the product for

Tabasco Chipotle Pepper Sauce to increase the brand awareness amongst the

Australian target market by 60% over 6 months. Tabasco Chipotle Pepper Sauce

advertisement is to create in the magazines and newspapers.

The concept of this short advertisement is show the one product of Tabasco Chipotle

Pepper Sauce is looking for easy ways to enhance food and impress friends and

prospective dates. Tabasco is well known brand is Australia, its Chipotle Pepper

Sauce is not well known. The advertisement based on the headline concept is “Bring

the meal together with Tabasco Spice”, this show that the product used one male to

bring the meal with group of friends.

In this short advertisement is to achieve an increase of 60% of the brand awareness.

The products single-minded proposition is another key of the aspects to tell the

readers the taste of the product and this suggests is that the product of Tabasco

Chipotle Pepper Sauce is setting out as home outdoor with group of friend feel the

taste of spice.

With the packshot of Tabasco Chipotle Pepper Sauce is a strategy for the brand

awareness includes product description and single-minded proposition. This creates

as the readers need to look further about the brand behind the advertisement. The

creative elements to the advertisement for Tabasco Chipotle Pepper Sauce is a

different to another brand, therefore the result will create with high brand awareness.

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Boxing Express

Brochure

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Creative Strategy Advertising will convince to target students and workers aged of 18-45 who work, study or live in the inner city and are looking for a fast, functional way to get fit. With a high disposable income. The tone for Boxing Express will be serious and the brand character is fitness and fun. CLIENT: Boxing Express PRODUCT: Boxing Express MEDIUM: BROCHURE COPYWRITER: JENNY CHAN DATE: 14 September 2015 ===================================================================== FRONT

Headline: Get your body moving at Boxing Express

Visual: (ONE BOXER AND ONE TRAINER IN A BOXER RING DOING

BOXING TRAINING) Bold: Brisbane Sport Performance Centre Burst: INTRO OFFER = 2 x 30 minute Boxing Express. Detail inside. INSIDE Subhead: Boxing Express Boxing Express is a state of the art facility that has been specifically developed to cater for all fitness levels and abilities. It is situated at Kangaroo Point in the heart of Brisbane in a location that is easily accessible and only a stones throw away from the CBD. Sessions are tailored for all-round workout with a well balanced timetable that will give you the option of picking between classes such as Beginner Boxing Circuits, Punch & Run, Technique, Bag Blast and more! Subhead: Boxing Express Facilities Train like a pro with technique based boxing fitness and skill levels. Boxing Express is located at Kangaroo Point under the Story Bridge, Our 1000 square training facilities are decked out in the latest training gear thanks to our sponsor Sting Sport. Each week members have access to over 15, 60 minute classes and the option of functional weights training or CrossFit facilities. Subhead: Boxing Class

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If you never put on a pair of gloves before, we can easily put you through our Boxing Express Intro sessions and have you boxing with our class participants within the week. Want to experience a real boxing workout and improve your fitness? Our classes will have you sweating up a storm with a mixture of coordinated punches and combination that are delivered by our Boxing Coaches Build Punching power and work on your speed as our coaches perfect your techniques. Due to the technique based nature of Boxing Express, it is important to us that we look after new athletes and ensure movement patterns are sound before joining classes. For this reason we have designed our intro sessions. These sessions are structured to:

Teach you the basic movements, skills and technique

Give you and your trainer an opportunity to discuss your goals

These one on one sessions are run in 2 x 30 minute private sessions held in one weeks at a time that best suit your schedule

RevPanel: Intro Offer at Boxing Express Intro offer = 2 x 30 minute Boxing Express Intro sessions PLUS 1 week of Boxing Express classes! Download our FREE INFO PACK for intro offer and current membership pricing on our website. Bold: Boxing Express will always endeavour to set the new standards in Boxing for fitness and performance. Come check us out! BACK Brisbane Sports Performance Centre 87-89 Main Street, Kangaroo Point Brisbane, 4169 Phone: 3393 2009 More info: www.boxingexpress.com.au Logos: (Boxing Express)

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Rationale

The purpose of this brochure advertisement is to create for Boxing Express to

increase awareness of Boxing Express within the target market by 60% over 3

months. Boxing Express advertisement is to create as a letterbox drop, direct mail

and also in brochure racks and displays.

The concept of this Boxing Express brochure advertisement is to show the brand of

Boxing Express is a full-sized and fully functional boxing training facility in the inner

city. The headline is “Get everybody moving at Kangaroo Point”, this message is to

get the reader attention about the Boxing Express is the experience of well-educated

with the idea of using the ability they provide include boxing class and facilities that

can be use.

In this advertisement is to achieve an increase of 60% of the brand awareness. The

support from the products single-minded proposition is another key aspect to tell the

readers who want to be fitness and this brochure give the information to the

consumers about the product of Boxing Express. This suggests that the Boxing

Express is to give the readers opportunity with the idea of boxing fitness class.

Boxing Express strategy for the brand awareness includes product description,

objectives and single-minded proposition to look further about the brand behind the

advertisement. The creative elements for this advertisement is that the result for this

will create with high brand awareness.

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A Night of Horror Film

Festival traditional

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Creative Strategy Advertising will convince serious horror movie fans and independent filmmakers or

movie fans looking for a different movie experience. The support will base on the

nine years of experience and film. The tone is scary, creepy and humorous. The

character of the product is frightened, interactive and confident.

CLIENT: A Night of Horror Film Festival PRODUCT: A Night of Horror Film Festival MEDIUM: BILLBOARD DATE: 22/09/15 KEY NO: 1890 – N&D – 017 165 AUTHOR: JENNY CHAN

Headline: PREPARED THE NIGHT Pic: (USING ONE OF THE CHARACTERS FROM THE HORROR MOVIES

IS HOLDING THE KNIFE AND SHOWS THE BLOOD ON THE KNIFE. THE BLOOD IS DRIPPING DOWN WITH THE NAME OF “A NIGHT OF HORROR FILM FESTIVAL”)

Subhead: WWW.ANIGHTOFHORROR.COM

Copy: November 2015 Copy: Sydney, Australia Logo: (A Night of Horror Film Festival)

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Rationale

The purpose of this traditional outdoor is to inform the target market is serious horror

movie fans and independent filmmakers and movie fan that the Annual A night of

Horror is coming in November.

The concept for A Night of Horror is that the target of males and female who is a

serious horror movies fans. The billboard as a traditional outdoor advertisement is to

get the audience attention who is a serious horror movie fans and all passing drivers

with a high-impact of copy advertisement was created. With the understanding that

the target market is well-educated with the idea of using one of the different horror

movie characters was used. The idea of using scary technique is to grab the

attention of the target market as the idea of a strong message of the horror movie

culture.

This created by interest through the idea that most drivers drive pass the billboard to

feel the experience. The consumers want to know about the brand behind the

advertisement and want to know more about the film festival and business

opportunity. The use of the headline for this advertisement is “Prepared the Night”

describe as scary, humourous and creepy will successfully to the target market from

driving on road so that the consumers will get attention.

A Night of Horror is important element of the advertisement from website URL,

location and date is include reaching large proportion of the target market. The

concept of this advertisement is giving the consumers a sneak peek into the

experience and variety of horror movies that can be seen at the film festival.

The Big Issue magazine

radio

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Creative Strategy Advertising will convince target males and females aged of 18-50. Varying levels of income but disposable income. Socially conscious and generous but currently unaware of exactly what the magazine is, entails and is generally there for. The Big Issue Magazine covers arts, entertainment, current affairs, lifestyle, news and opinion. The tone is humour and enthusiastic and the brand character of the product is friendly. CLIENT: The Big Issue PRODUCT: The Big Issue magazine MEDIUM: 30 SEC RADIO COPYWRITER: JENNY CHAN DATE: 26 September 2015

SFX: (FLICKING THE PAGES) SFX: (SOMEONE LAUGHING) ANNCR: The Big Issue MUSIC BED: (SLOW, INSTRUMENTAL MUSIC) ANNCR: Grab your copy of The Big Issue magazine today. If you love

entertainments and news, The Big Issue magazine has everything for you. The Big Issue is the benefit to the community.

The Big Issue magazine is a fortnightly, independent magazine that is sold on the street by homeless, marginalised and disadvantage people. The Big Issue is timely and topical and love by readers for its distinctive brand of irreverence.

The magazine is available in both print and digital versions from vendors. Buy The Big Issue magazine today for $6.

For more information about The Big Issue Magazine visit

www.thebigissue.org.au.

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Rationale

The purpose of The Big Issue magazine radio advertisement is to increase

awareness among target market of what The Big Issue is and what the

social/community and informational and entertainment benefits of buying the

magazine are. To make prospects aware that The Big Issue is a popular, engaging

and entertaining magazine.

The concept of this advertisement is to create sound effects and announce voice

tone plays the key parts to deliver the message in the radio advertisement. The

sound effect is to attract their attention to the message by using flicking the pages

and someone laughing is the technique which it will let the listener hear it feel like

they are reading The Big Issue magazine.

The announcer voice tone is also play an equal role in the success to deliver the

message. The voice of tone will use the music bed of slow and instrumental music

which it is gain the attention about the product to show their interest in the

advertisement. This will change to a more humour and enthusiastic tone when

addressing the friendly of the product. This will help to increase the brand awareness

to represent that The Big Issue magazine does something for the community by

helping themselves and helping people.

To further to create interest from the product description, explain The Big Issue

magazine, however after creating attention and interest of the product and objectives

is telling the target market they can do with the community.

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Reference

A Night of Horror. (n.d).About Us News. Retrieved from

http://www.anightofhorror.com/news/

Boxing Express. (2015). Classes & Prices. Boxing Class. Retrieved from

http://www.boxingexpress.com.au/classes-prices/

Boxing Express. (2015). About Us. Retrieved from

http://www.boxingexpress.com.au/about-us/

Boxing Express. (2015). Welcome to Boxing Express. Retrieved from

http://www.boxingexpress.com.au/

Murray’s Craft Brewing Co. (2014). Wild Thing Imperial Stout. Retrieved from

http://murraysbrewingco.com.au/beers/wild-thing-imperial-stout/

Tabasco. (n.d). Smoke Without Fire: A Rich, Smoky Flavour that’s not to Fiery Hot. Retrieved from

http://www.tabasco.com/tabasco-products/sauces/tabasco-chipotle-sauce/

The Big Issue. (n.d). About The Big Issue. Retrieved from

http://www.thebigissue.org.au/the-big-issue-magazine/about/