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2015AMB318: AdvertisingCopywritingAssessment 2: PortfolioName: Jenny ChanStudent Number: n8738254Tutorial Number: 2Tutorial Time: Wednesday, 10am-11amTutorial Name: Shayne ArmstrongDue Date: 13 October 2015

Murray’s Craft BrewingCompany Headlines1

Creative StrategyAdvertising will convince is that Murray’s ‘Wild Thing’ Imperial Stout was inspired bythe great stouts favourable by the Russian Imperial Court. Every beer has its owndistinct personality and massive intense drinking experience. A massive, intensedrinking experience. The tone will be serious and scary and the brand character willbe cheeky, confident and fun.CLIENT:Murray’s Craft Brewing CompanyPRODUCT: Wild Thing Imperial StoutMEDIUM:FULL PAGE, FULL COLOUR MAGAZINE AND NEWSPAPER ADS INGENERAL CONSUMER AND SPECIAL INTEREST MAGAZINESDATE:5/09/15KEY NO:1890 – N&D – 017 165AUTHOR: JENNY CHANHeadline:Feel the darkness inside you.Pic:(WILD THING IMPERIAL STOUT PRODUCT WILL BE IN FRONT OFTHE DARK FORESTS AS THE BACKGROUND WITH FULL MOONAS THE LIGHT AT THE TOP OF RIGHT HAND SIDE)Subhead:Wild Thing Imperial StoutPic:(WILD THING IMPERIAL STOUT)Copy:Murray’s Craft Brewing Co makes an array of unique and offbeatnaturally crafted beer since 2006. Every beer has its own distinctpersonality. Winner of many awards and accolades includingAustralia’s Brewer of the Year 2013.Logo:(MURRAY’S CRAFT BREWING er.php2

RationaleThe purpose of this advertisement is to create a headline for print advertisements inmagazines and newspapers.The concept of this advertisement, the headline is “Feel the darkness inside you” forthe product of Wild Thing Imperial Stout. This headline means that the product ofWild Thing Imperial Stout is described as dark and scary. The copy to support theadvertisement includes the single-minded proposition, product description andwebsite. This use of word gives the brand a sense of lifestyle with the taste of strongdark chocolate.In this advertisement for print ads of Wild Thing Imperial Stout image product issetting out the colour black. Totally black. Impossible to see through even when heldup to the light. This suggests that the product would set as the Wild Thing ImperialStout will be in front of the dark forests as the background with full moon. Thismessage convey by the pictorial to the reader in a pictorial sense of Wild ThingImperial Stout product.Overall, the reader will likely to try new drink and this will lead to a desire for wantinga Wild Thing Imperial Stout with aromas of strong dark chocolate, a little fruitinessfrom the hops and yeast and some rumminess from the alcohol.3

Tabasco Chipotle PepperSauce Short Copy MagazineAd4

Creative StrategyAdvertising will convince is target on males aged of 18-25 who is a university studentor workers like the strong flavours, likes a bit of spice, enjoy BBQs. Looking for easyways to enhance food and impress friends and prospective dates. The tone of theproduct will be daring and the brand character is cheeky and fun.CLIENT:MCILHENNY COMPANYPRODUCT: TABASCO CHIPOTLE PEPPER SAUCEMEDIUM:FULL PAGE, FULL COLOUR MAGAZINE ADS IN GENERALCONSUMER AND SPECIAL INTEREST MAGAZINESDATE:9/09/15KEY NO:PNR 1428/RSAUTHOR: JENNY CHANOverline:Made in USAHeadline:Bring the meal together with Tabasco SpicePic:(ONE MALE CARRY THE TABASCO CHIPOTLE PEPPER SAUCEAND GROUP OF FRIENDS COME TOGETHER TO HAVE DINNERTOGETHER IN A TABLE)Copy:Smooth, dark, smoky BBQ sauce with a hint of Tabasco spice.FEATURES: Made from fire-smoked red jalapeno peppersSmooth, smoky flavourIdeal for barbecuing, marinating, cooking or splashing on meats,salads and vegetables.5

RationaleThe purpose of this short advertisement is to create strong image of the product forTabasco Chipotle Pepper Sauce to increase the brand awareness amongst theAustralian target market by 60% over 6 months. Tabasco Chipotle Pepper Sauceadvertisement is to create in the magazines and newspapers.The concept of this short advertisement is show the one product of Tabasco ChipotlePepper Sauce is looking for easy ways to enhance food and impress friends andprospective dates. Tabasco is well known brand is Australia, its Chipotle PepperSauce is not well known. The advertisement based on the headline concept is “Bringthe meal together with Tabasco Spice”, this show that the product used one male tobring 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 thereaders the taste of the product and this suggests is that the product of TabascoChipotle Pepper Sauce is setting out as home outdoor with group of friend feel thetaste of spice.With the packshot of Tabasco Chipotle Pepper Sauce is a strategy for the brandawareness includes product description and single-minded proposition. This createsas the readers need to look further about the brand behind the advertisement. Thecreative elements to the advertisement for Tabasco Chipotle Pepper Sauce is adifferent to another brand, therefore the result will create with high brand awareness.6

Boxing ExpressBrochure7

Creative StrategyAdvertising 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. Witha high disposable income. The tone for Boxing Express will be serious and the brandcharacter is fitness and fun.CLIENT:Boxing ExpressPRODUCT:Boxing ExpressMEDIUM:BROCHURECOPYWRITER:JENNY CHANDATE:14 September 2015 FRONTHeadline:Get your body moving at Boxing ExpressVisual:(ONE BOXER AND ONE TRAINER IN A BOXER RING DOINGBOXING TRAINING)Bold:Brisbane Sport Performance CentreBurst:INTRO OFFER 2 x 30 minute Boxing Express. Detail inside.INSIDESubhead:Boxing ExpressBoxing Express is a state of the art facility that has been specifically developed tocater for all fitness levels and abilities. It is situated at Kangaroo Point in the heart ofBrisbane in a location that is easily accessible and only a stones throw away fromthe CBD.Sessions are tailored for all-round workout with a well balanced timetable that willgive you the option of picking between classes such as Beginner Boxing Circuits,Punch & Run, Technique, Bag Blast and more!Subhead:Boxing Express FacilitiesTrain like a pro with technique based boxing fitness and skill levels. Boxing Expressis located at Kangaroo Point under the Story Bridge, Our 1000 square trainingfacilities 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 offunctional weights training or CrossFit facilities.Subhead:Boxing Class8

If you never put on a pair of gloves before, we can easily put you through our BoxingExpress Intro sessions and have you boxing with our class participants within theweek.Want to experience a real boxing workout and improve your fitness? Our classes willhave you sweating up a storm with a mixture of coordinated punches andcombination that are delivered by our Boxing Coaches Build Punching power andwork on your speed as our coaches perfect your techniques.Due to the technique based nature of Boxing Express, it is important to us that welook after new athletes and ensure movement patterns are sound before joiningclasses. 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 inone weeks at a time that best suit your scheduleRevPanel: Intro Offer at Boxing ExpressIntro offer 2 x 30 minute Boxing Express Intro sessions PLUS 1 week of BoxingExpress classes!Download our FREE INFO PACK for intro offer and current membership pricing onour website.Bold: Boxing Express will always endeavour to set the new standards inBoxing for fitness and performance. Come check us out!BACKBrisbane Sports Performance Centre87-89 Main Street, Kangaroo PointBrisbane, 4169Phone: 3393 2009More info: www.boxingexpress.com.auLogos:(Boxing Express)9

RationaleThe purpose of this brochure advertisement is to create for Boxing Express toincrease awareness of Boxing Express within the target market by 60% over 3months. Boxing Express advertisement is to create as a letterbox drop, direct mailand also in brochure racks and displays.The concept of this Boxing Express brochure advertisement is to show the brand ofBoxing Express is a full-sized and fully functional boxing training facility in the innercity. The headline is “Get everybody moving at Kangaroo Point”, this message is toget the reader attention about the Boxing Express is the experience of well-educatedwith the idea of using the ability they provide include boxing class and facilities thatcan be use.In this advertisement is to achieve an increase of 60% of the brand awareness. Thesupport from the products single-minded proposition is another key aspect to tell thereaders who want to be fitness and this brochure give the information to theconsumers about the product of Boxing Express. This suggests that the BoxingExpress 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 theadvertisement. The creative elements for this advertisement is that the result for thiswill create with high brand awareness.10

A Night of Horror FilmFestival traditional11

Creative StrategyAdvertising will convince serious horror movie fans and independent filmmakers ormovie fans looking for a different movie experience. The support will base on thenine years of experience and film. The tone is scary, creepy and humorous. Thecharacter of the product is frightened, interactive and confident.CLIENT:PRODUCT:MEDIUM:DATE:KEY NO:AUTHOR:A Night of Horror Film FestivalA Night of Horror Film FestivalBILLBOARD22/09/151890 – N&D – 017 165JENNY CHANHeadline:PREPARED THE NIGHTPic:(USING ONE OF THE CHARACTERS FROM THE HORROR MOVIESIS HOLDING THE KNIFE AND SHOWS THE BLOOD ON THE KNIFE.THE BLOOD IS DRIPPING DOWN WITH THE NAME OF “A NIGHTOF HORROR FILM ember 2015Copy:Sydney, AustraliaLogo:(A Night of Horror Film Festival)12

RationaleThe purpose of this traditional outdoor is to inform the target market is serious horrormovie fans and independent filmmakers and movie fan that the Annual A night ofHorror is coming in November.The concept for A Night of Horror is that the target of males and female who is aserious horror movies fans. The billboard as a traditional outdoor advertisement is toget the audience attention who is a serious horror movie fans and all passing driverswith a high-impact of copy advertisement was created. With the understanding thatthe target market is well-educated with the idea of using one of the different horrormovie characters was used. The idea of using scary technique is to grab theattention of the target market as the idea of a strong message of the horror movieculture.This created by interest through the idea that most drivers drive pass the billboard tofeel the experience. The consumers want to know about the brand behind theadvertisement and want to know more about the film festival and businessopportunity. The use of the headline for this advertisement is “Prepared the Night”describe as scary, humourous and creepy will successfully to the target market fromdriving 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. Theconcept of this advertisement is giving the consumers a sneak peek into theexperience and variety of horror movies that can be seen at the film festival.13

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