Radio Ad
Strategy
As mentioned in our copy platform assignment our goal is to promote buying local along with a healthy lifestyle for all of our target audiences mentioned. In this advertisement, we chose to target the young family demographic. This advertisement will be played well after we are established as a brand so when our consumers hear our tagline and jingle they will be able to identify with us. By having background noise of a baby crying and the telephone ringing and saying that Tommy in the son in the radio ad has a soccer game, it gives you an understanding that this is a busy young family who has a lot on their plate and need nutritious snack alternatives that can be consumed on the go.
This advertisement will play on radio stations that target young families and people between the ages of 18 to 40. Advertising with popular radio stations with allow us to hit most if not all of our target demographics. We will advertise with C100, 101.3 The Bounce and FX 101.9. The advertisement will play from 7:00-9:00 am and 3:00-6:00 pm because our target audience for this particular ad is up early getting their children ready for school, and pick their children up from school or are driving home from work between 3:00-6:00 pmTiming (seconds) Process Structure & Design 0-3 Attention Sound of phone ringing and baby crying 3-12 Interest Conversation going on, creates relatability between the advertisement and the audience, setting the scene for the solution. 13-21 Desire Sound of seal breaking when bottle is being opened maintains the audience’s interest. Jaclyn makes a healthy choice by giving her son the Loco Smoothie as a snack. 22-30 Action Mention Loco Smoothie as a healthy snack for fueling up for a soccer game. Use phrases that will grab the audience’s attention AIDA
Script
*Sound of phone ringing and baby crying*
Tommy: Mom I’m going to be late for soccer practice and I need a snack!
Julie: Hang on Tommy, I’m on the phone and you’re sister is crying.
*Sound of refrigerator opening*
Julie: Here Tommy drink this smoothie, it’s delicious and nutritious!
*Sound of seal breaking on the bottle when it is being opened*
Tommy: *Gulp* Thanks mom, it takes like fruit snacks!”
*Sound of car driving away*
*Car sound fades away and music starts playng in the background followed by narration HYPERLINK “https://www.youtube.com/watch?v=CMyVicWuO_M” https://www.youtube.com/watch?v=CMyVicWuO_M”
Female Narrator: Loco Smoothies “Local goodness for an excellent you”
Magazine Ad
For the magazine ad, we designed a banner ad that should be placed on the bottom of a magazine page. We prefer this ad to be in a local magazine such as Local Connections Halifax since being local is a part of our initiative and placed next to an article that promotes a healthy lifestyle. We also hope to have the advertisement in a local travel magazine such as the 2016 Doers’ & Dreamers’ Travel Guide as our advertisement shows you Peggy’s Cove, which is a local tourist attraction. This advertisement also encourages people to do outdoor exercising. We used a young woman who appears to be wearing workout gear in our advertisement to reinforce our target audience, people between 18 and 40 years old. It reinforces the fact that we are promoting a healthy lifestyle, to not only drink our smoothie but to get outside and be active.
Reach: 200, 000 people, roughly half of the Halifax population.
References
St. Margaret’s Bay Regional Tourism Development Association (2016). Peggy’s Cove Coastal Region. Retrieved from HYPERLINK “http://www.peggyscoveregion.com” http://www.peggyscoveregion.com
Hunt, C. (2015). Hunt for Hope Wellness. Retrieved from HYPERLINK “http://huntforhopewellness.com/2015/05/07/lets-make-some-smoothies/” http://huntforhopewellness.com/2015/05/07/lets-make-some-smoothies/
Running head: BROADCAST AND PRINT AD: LOCO SMOOTHIES 1
BROADCAST AND PRINT AD: LOCO SMOOTHIES PAGE \* MERGEFORMAT 2
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