This PDF includes:

Magazine Ad for Sleep Number bed

Forte Belanger Direct Mail Advertising

Email Assignment: Costco

Handy Pro Services Television Ad

Horizon Organic Magazine Ad

Horizon Organic Consumer Analysis

Horizon Organic Television Ad

Horizon Organic Radio Ad

Mike Stanescu Magazine Ad for Sleep Number bed

Advertising Copywriting

The target audience breakdown, the book states that magazines enjoy a high readership among adults. I believe for this particular product, adults will be the target because they have the income to buy the product. Also, adults that are couples will be target. The age group for this product can range from children, middle aged, to the elderly. Many married couples with children let their children sleep with them at night. A main target group for this product is the late middle-aged/elderly because these are the people, who are having a hard time sleeping and have back pain. The demographic will be adults. I believe that women will be buying the Sleep Number bed because they have more time to go out to the store and see if the bed is comfortable and worth it. The demographic will also include any adults who have severe back pain and looking for a solution. Adults 55 and up will be consumers. The magazine ad will be in a Good Housekeeping ad which is directed towards women. The psychographic relates to personality, values, attitudes, interests, and lifestyles. For this particular product consumers will want a durable product that is worth every penny and will last. The interests also relates to the demographic, couples or an adult looking for a bed that will be truly comfortable and help with their back pain. Attitudes for this product may be skeptical because many products promise solutions. If customers are pleased by the ads information, they will go out to a store and checkout the product. The lifestyle for the consumers has to consist of couples/ an adult with a substantial income. The product is quite expensive and may not be for all Good Housekeeping readers. Regarding attitudes, the ad promises a 30 day trial with the product, which makes the product seem worth trying, especially if you have back pain. The USP for this product is definitely the bottom of the ad: 30 night trial/ twenty year limited warranty/ 400 stores nationwide/ new customer receive a $50 savings card. A part of me thought that the magazine ad promising comfort, improve sleep quality, relieve back pain, was

the USP. These are benefits to the product, but these benefits do not stand out to competitors that are selling bed products. The thirty night trial and twenty year limited warranty are the benefits and what truly helps the consumer. The consumer is focused on buying a product that will last for more than two decades. Many consumers go in stores that sell beds and pick one rather quickly. With the 30 night trial, consumers will get the full experience of the product and will be reassured that they made a good purchase. Another USP for this product is the ability to adjust the softness/firmness on your side. The SWOT to the Sleep Number bed company.

The strengths to this company are the advertisements that include discounts The website is easy to browse through The free standard shipping & 12 month financing 30 night trial/twenty year limited warranty The company offers things that other competitors may not

Its weaknesses are the amount of similar products. Without the help of a Sleep Number bed professional it’s difficult to differentiate between the products. A weakness may be only having one store in Michigan. The opportunities for this company are to go international and also open more stores throughout the nation. The threats for this company are if the product is not satisfying a large amount of consumers. Many consumers are buying this product to help their back pain and have a different ‘mattress’ than the person sitting next to them. The competitive analysis: I believe the Sleep Number bed company is set on competing with other companies that sell bed products. The Sleep Numbed bed company offers many deals for the consumer and makes it easy for the consumer to find the bed that fits them (that’s what the website states). Although on the downside, there may be companies offering better deals and other companies that have more stores in one state, ex. Michigan.

A change for the better, for a good night’s sleep

The Sleep Number beds are the only beds clinically

proven to relieve back pain and improve sleep quality

The Sleep Number Beds lets

you adjust the firmness and

softness on each side to

your ideal comfort.

Types of Beds: Classic Series Performance Series Innovation Series Specialty Beds

30-NIGHT IN-HOME TRIAL

Classic Series

Performance Series

Innovation Series

Specialty Beds

20-YEAR LIMITED WARRENTY

Classic Series

Performance Series

Innovation Series

NEW CUSTOMER? Request a $50 Savings Card

400 Stores Nationwide

Spending a fortune on mattresses and still not getting a pleasurable sleeping experience. Sleep Number beds can be personalized to meet

your individual needs. Including: Back Pain, Sleep Quality, Sleep Temperature, Aging, Pregnancy, Allergies, Active Lifestyle, Couples

The Sleep Number bed’s DualAir technology distributes your weight more evenly, reducing the pressure points that can cause tossing and turning.

The Bed gently cradles and supports your body. With adjustable firmness on each side, you’ll enjoy more deep restorative sleep.

Let one of our sleep professionals change your life. Only at a Sleep Number store

Store Hours Mon-Sat: 10am-9pm Sunday:12pm-6pm

734-542-1401

Mike Stanescu

Forte Belanger Direct Mail Advertising

I followed Bob Stone, an advertisers test for successful ‘direct mail’. I focused primarily on the

products/services offer, the media the company uses (event planning and cuisine). The

propositions for the company are making a client’s vision come to life.

The book states not to list occupant or resident, to specify the name. I left it blank like the

example you gave us. The letter provided the major points as soon as possible, with something

to catch the reader’s attention. There are people/companies who would like to host

events/parties but they don’t have the right party planner. Forte Belanger reassures the reader

that it is credible in its work by providing a few of the events they’ve done from GM events,

Partridge Creek Mall, weddings, and private parties.

The brochure: I tried to keep to a minimum of three colors. The overall appearance I wanted to

look sophisticated and elegant. The brochure offers what it’s selling. It provides adequate

information about the company as well as pictures that benefit the reader. A lot of times readers

are promised things (they want to see the end result). That is what the pictures provide: elegant

and professional settings for companies, weddings, and private parties. The brochure has a

headline and a subhead. There are two ‘body copies’. The brochure offers a positive impression

of the company. I kept the discount information at the bottom ‘as the call to action’. I tried to

keep the cuisine on the left side of the brochure and the event information and pictures on the

right side of the brochure, making it easy for the reader.

Forte Belanger Event and Catering Company

1100 Coolidge Highway

Troy, Michigan 48084

Dear________________:

Have you been looking for an event and catering company to service your event but haven’t

found the one to cater your specific needs. Look no further, Forte Belanger event and catering

firm is here to create a spectacular event for you.

Our goal is to achieve your vision with clarity and accuracy. Forte Belanger does not have a set

menu; we provide an individualized menu design for each event. We have a state-of-the-art-

kitchen and are also inspired from around the globe.

Whether it’s a corporate launch event for 5000 guests or an intimate gathering for 20 guests, it’s

all about you and your event.

Forte Belanger provides services for weddings and private parties. We have provided services to

the GM Style Event in 2008 (which included 2300 guests), the MOCAD in Downtown Detroit, a

black tie event (including 230 guests). We have also provided services to Partridge Creek Mall

in Clinton Township.

In addition to the services we provide, we are providing a special discount of 15% to those who

book an event between now and March 1, 2012.

We have attached our new brochure Forte Belanger event and catering company. If you are in

need of an event and catering company please call our expert event consultants. The event

consultants are here to answer any of your questions you may have by phone, fax, or email.

248.288.3300 phone

248.288.2900 fax

info@fortebelanger.commember, we are here to service you and your event. We have been in

service for over 25 years. We are located in Troy, MI with our newly renovated 8,500 sq. foot

state of the art commissary.

Mike Stanescu Email Assignment: Costco

Advertising Copywriting

SUBJECT LINE: UP TO 30% OFF COMPUTERS AND TELEVSIONS DURING THE HOLIDAY SEASON Hello Costco customer, ELECTRONICS ON YOUR LIST OF HOLIDA SHOPPING, COME TO COSTCO FOR GREAT DEALS Looking for the best deals for electronics during the holidays? Come to Costco as soon as possible. You can save up to $400 on top selling computers and $300-450 off HD-TV’s. We have a vast collection of cameras, camcorders, cell phones, televisions, video games, and much more. Costco offers free technical support. We also offer a two year warranty on computers and televisions. For a limited time you can get a 46” HD-Television with free shipping. Numerous Costco products have free shipping including:

Xbox 360 Panasonic Digital Camera Wireless Laser Printer

Be sure to check them out for a limited time offer. Offer valid through 01/01/12 If you have any questions call: Costco.com Member Service: 1-800-955-2292 Business Delivery Member Service: 1-800-788-9968 © 1998-2011 Costco Wholesale Corporation. All rights reserved.

SUBJECT LINE: SAVE UP TO $100-$200 OFF OUR SPORTS AND FITNESS EQUIPMENT AT COSTCO Hello Costco customer, GREAT DEALS ON SPORTS AND FITNESS EQUIPMENT AT COSTCO Looking for Sports and Fitness Equipment to stay fit and healthy? Come to Costco for special offers on ellipticals, treadmills, and portable basketball systems. You can save up to $100-200 on elliptical and treadmills, $100 off portable basketball systems. We provide you with assembly included, for treadmills. Warranty for treadmills:

Lifetime frame

Lifetime motor

5 years deck

2 years parts

1 year in-home labor

Be sure to check them out for a limited time offer. Offer valid through 12/04/11 Delivery includes in-home Professional setup and removal of packing materials. If you have any questions call: Costco.com Member Service: 1-800-955-2292 Business Delivery Member Service: 1-800-788-9968 © 1998-2011 Costco Wholesale Corporation. All rights reserved.

Mike Stanescu

Costco emails to customers

Explaining email #1: I wanted the subject line to get the customer’s attention. I have a number of emails from Banana Republic Factory, ASOS, Club Monaco, offering a % off certain items. The reading talks about keeping the paragraphs to one-two paragraphs. I use a variation of 2-3 sentences. My email is focused on customers who are holiday shopping for electronics; televisions, computers, etc. My call to action is FREE SHIPPING. All customers love free shipping. I included some of the information in bullets. I tried to make the email as brief as possible. I had a lot of white space and space between the paragraphs. I did the greeting and headline in red to let the customer know they are shopping at Costco. I liked the headline because it’s simple, but effective. It’s exactly like emails purpose, simple and short and straight to the point; trying to sell electronics to the customers.

Explaining email #2: I did the same thing with the greeting and headline. I kept the headline simple because customers are focused on product and ‘great deals’ going hand in hand. I focused the email on three products elliptical, treadmill, portable basketball system. All of these products are not for a specific age range, which is perfect for the Costco customer during the holiday season. The Costco customer may be shopping for themselves, family, or family/friends. The Costco customer wants good products with great deals. The Call to Action is the professional setup and removal of packing materials. I also thought the warranty was a great call to action because it provides the Costco customer with a number of options and benefits. I ended the Costco emails with customer service #’s if they had any questions. Just like the first email, I spaced things out, made it easy to read, and kept the sentences to a minimum 1-3 sentences. The second subject line is simple and focused on the product. The difference between the two emails is the first one offers deals through the first day of January, 2012. While the second email offers ends on Dec 4, which I found out through browsing around on the Costco website. Also, the first email lets the Costco customer know about many electronic products, while the second email is focused on three products and then specifically the elliptical.

Mike Stanescu

Televison Ad for Handy Pro Services

VIDEO:

Scene 1: Keith Paul standing in a kitchen of a

home.

CUT TO

Keith starts walking around the kitchen and points

to things that have been fixed.

(video focuses on the walls and then the light

fixture)

FADE TO

Scene 2:

Keith walks out of the kitchen and towards the

living room.

(video angles towards the floor) (medium shot)

CUT TO

Video then shows the windows in the living room

and the four walls that are painted.

FADE TO

Scene 3:

Keith walks out of the living room, and walks out

of the front of the house and stands on the porch.

END

Spokesperson:

In the book it talks about choosing the appropriate

spokesperson for the product being advertised.

Therefore it was appropriate that Keith Paul was

used at the spokesperson. The camera shots will

consist of medium close up’s, medium shots, close

up. I want the medium close up shots to consist of

the shots focused on objects in the house, such as

lighting fixtures and the windows in the living

room. I want medium shots to show the entire

kitchen and the living room, including Keith Paul.

AUDIO:

Keith Paul: Hi folks, having trouble fixing up and

maintain your home?

Keith Paul: I’m Keith Paul owner of HandyPro

Services. HandyPro specializes in home

modifications and remolding. HandyPro does

interior and exterior house modifications.

Keith Paul: For example, in this kitchen right here

we changed the wallpaper and improved the

lighting in the room.

SFX: (breathes)

Scene 2:

SFX: swoosh, swoosh (footsteps walking)

Keith Paul: In this living room we removed the

hardwood floor and installed carpet.

Keith Paul: We also did window replacements on

all of the windows, and painted the walls.

SFX: swoosh, swoosh (footsteps walking)

SFX: door closes (slight boom)

Keith Paul: HandyPro has serviced more than

20,000 clients. We’re here to help you improve

your home. Call us at 1-(800)-942-6394 and check

us out at Handypro.com

I want scene 3 to be shot in a long shot, to reveal

the location (the house), as well as Keith Paul on

the porch. The important keys of the camera shots

for this tv ad is to show the objects and rooms that

were fixed. Perhaps at the end there could be a

Split screen showing the before and after image of

the house rooms.

VIDEO:

Scene 1: Elderly man is in a wheel chair in his

bedroom. (medium close up shot)

CUT TO

Man: wheelchairs himself to the bathroom in a few

seconds (home is small)

CUT TO

Man is now in his bathroom showing the issues.

Shows a medium close up of the smaller sink and

toilet and the grab bar in the shower.

FADE TO

Scene 2:

Man wheelchairs himself out of the bathroom and

into his kitchen.

Kitchen scene

Man shows the hardware and appliance

replacement and the lighting being fixed.

Man stays still in the wheelchair and looks directly

at the camera. Medium close up

Problem/Solution:

I wanted to use an example of an elderly man like

we used in our radio ad because I think the

HandyPro services benefits a lot of elderly citizens.

Middle aged men try to play Mr. Fix it, but elderly

citizens instantly are aware when they are in need

of help and assistance.

For the camera shots: I want to use medium shots,

close ups and medium close up shots. I want the

close up shots to show the elderly man’s facial

expressions when talking. I want the medium close

up shots of the bathroom objects being

fixed/replaced. I want a medium shot for the

kitchen setting, including the man.

VIDEO:

Man: Hello, I have been having trouble moving

around my home and reaching for things.

SFX: (heavy breathe

SFX: wheelchair moving (click, click and man

breathing)

Man: That’s right, my wheelchair can hardly fit in

the bathroom and the hallways, and my kitchen

cabinets are out of reach for me now.

Man: With HandyPro Services they helped me fix

the issues in my home.

Man: For the bathroom they did a sink and toilet

replacement with a smaller sink and toilet. Added a

grab bar in the shower.

SFX: SFX: wheelchair moving (click, click and

man breathing)

Man: HandyPro services changed my hardware and

appliances. They also fixed the lighting in this

room.

SFX: (heavy breathing)

Man: HandyPro services helped me stay in my

home and remodeled my home to my specific

needs. They provided free estimates.

Man: Give them a call at 1-(800)-942-6394

and check them out online at HandyPro.com

I’m not sure if I did the problem/solution ad right,

specifically if you wanted the spokesperson again.

The consumers attention should be the remodeling

of the home. I used the problem/solution as a

testimonial of the HandyPro services.

VIDEO:

Scene #1-Man on a ladder trying to fix the ceiling

fan

CUT TO: Wife walks in the kitchen and pulls out

the kitchen chair and sits down at the kitchen table.

FADE TO

Scene #2

Wife walks out of the kitchen and walks in the

living room

CUT TO: A few seconds later the husband follows

Husband puts one of his hands on his forehead and

looks frustrated and overwhelmed

FADE TO

Scene #3

Wife walks back in the kitchen and checks the mail

on the table. Sees HandyPro Flyer and reads it.

CUT TO: Husband appears astonished and has a

smile on his face.

Husband looks at his wife

Wife looks at her husband and grabs the home

phone and hands it to him.

Slice of Life/ Vignette Mike Stanescu

The production techniques for this ad will be live

action. The camera shots will consist of medium

close up’s and medium shots. The medium close

up will be the husband on the ladder. The medium

shots will be for example the wife in the living

room showing the entire living room including the

carpet.

AUDIO:

Husband: Honey, this ceiling fan won’t stop

making a clicking noise when I switch to

fast-speed. SFX: (CLICK, CLICK, CLICK)

Wife: Oh wonderful, to add on the list of

reasons why we can’t put the house on the

market.

SFX: kitchen chair makes a screeching

noise

SFX: wife’s footsteps makes noise

(swoosh, swoosh)

Wife: Another problem, we need to remove

the carpet and install hardwood floor soon

Husband: Okay, that’s a lot of work

SFX: UGHHH (frustration noise)

SFX: Wife walking (swoosh, swoosh)

Wife: Look here dear, a flyer from

HandyPro Services. They provide ceiling

fan replacement, carpet removal and

hardwood floor installation.

Husband: That’s exactly what we need.

What’s the number?

Wife: 734-254-9170.

SFX: (small clicking noise from phone

being picked up)

Mike Stanescu Horizon Organic Magazine Ad

Advertising Copywriting

The Horizon Organic magazine ad that will run in Parent magazine is focused on young mothers

with children to join the organic community and buy Horizon Organic products, specifically

Tuberz yogurt tubes. While the radio commercial and TV commercial ‘briefly’ state Horizon

Organic products nutrition facts and introduce the Tuberz yogurt tube product, I wanted the

magazine ad to include more information on the company itself and the quality of their

products.

I wanted to create curiosity by the headline. There are ten helpful guidelines that the author

states in the reading. I wanted to identify the ‘prospective consumer’ in the headline. The

‘prospective consumers’ are parents (young mothers) and their children. The benefit/promise

in the headline, parents get a healthy product for their children, while their children think it’s

delicious. I included a subhead that summarizes the Horizon Organic ‘motto’. The subhead

explains the headline. The body copy consists mostly of shorter sentences rather than

paragraphs. The middle of the magazine ad introduces the Tuberz yogurt tube, the four flavors.

I included all of the nutritional information that I used in the radio and TV commercial. Readers

learn that the Horizon Organic products don’t use artificial colors, artificial flavors, and high

fructose corn syrup. In the blue section I stated what products Horizon Organic offers.

Overall the magazine ad offers readers more information and facts on the Horizon Organic

Company and its products. The magazine ad is focused on getting the readers to check out the

Horizon Organic webpage, joining the Horizon Healthy Family Community, registering on the

webpage for exclusive offers, coupons, and offers. Readers learn that they can join the Horizon

Organic Facebook page. The Horizon Organic Facebook page offers more information and has a

community of Horizon Organic consumers. The call to action is for families (young mothers

with children) to join the organic community. Consumers can join the organic community by

consuming Horizon Organic products. They can also join by sharing recipes and share parenting

advice. By joining the webpage and Facebook page Horizon Organic consumers get more than

just the healthy Horizon Organic products, they get to join a community and learn information

on the company and the products.

I believe the call to action is efficient for this magazine ad, because that is what organic

consumers want, for the ‘organic movement’ to grow larger. (which is a good thing) The

‘organic movement’ wants families to consume healthy foods without pesticides, and artificial

flavors, and for our children to enjoy eating these organic products. The organic community

also likes to honor the farmers that are supplying these organic foods.

At first I thought the USP for Horizon Organic is the products that they are trying to sell.

Horizon Organic products offer healthy foods while they are still tasty and delicious.

Competitors might have the similar products that are ‘healthy and delicious’. An example of a

competitor might be Whole Foods, there is one located in Rochester Hills. The USP for Horizon

Organic is the community that it offers to consumers (young mothers with children). Organic

consumers are educated people who like to educate themselves on the products they are

consuming and providing for their families. Young mothers can register on the webpage, share

recipes with other people, and join the Horizon Organic Facebook page (a larger community).

The body copy offers enough information about the product, its construction, its qualities, its

purpose, and its performance. I included a consumer hotline, the Horizon Organic website, and

the location of Horizon Organic. I included the common color scheme that the Horizon Organic

webpage offers and the products, shades of red and blue.

TUBERZ YOGURT TUBES ARE FUN AND

HEALTH-SMART, OFFERING PROTEIN,

CALCIUM, AND PROBIOTICS.

You know it’s healthy for your children.

They just think it’s delicious. Horizon Organic products offer a variety of wholesome,

responsibly produced, organic dairy products that parents can

count on and kids love.

Stay up to date on Horizon Organic by receiving

exclusive offers, coupons and recipes by registering

on our webpage

Classic Series

Performance Series

You can also join with our FACEBOOK page

Horizon offers a wide variety of nutritious, great-tasting dairy products including milk, cheese, butter, yogurt and more.

As organic pioneers, we provide nutritious foods, and invite more and more

families each day to join the organic movement.

CONSUMER HOTLINE 1-888-494-3020

Surfin’ Strawberry Blueberry Wave Strawberry Lemonade

Squeeze Sour Apple Spray

COMING IN FOUR DELICIOUS FLAVORS

Enjoy Tuberz straight from the fridge or

freezer

At Horizon, we care about healthy families because we’re parents, too. We promise to bring

you wholesome, nourishing organic foods we’d proudly serve on our own tables.

We make our organic

products without GMO’s,

artificial colors or flavors or

high fructose corn syrup.

We celebrate and champion the organic family

farmers who supply our great-tasting milk.

Join Horizon Healthy Family Communities. Offering

a place to find healthy recipes, exchange parenting

advice and ultimately save money and time.

LOCATED IN BROOMFIELD, CO

To learn more go to our website www.horizondairy.com

Our products are produced without

antibiotics, pesticides and from cows

not given added growth hormones.

Mike Stanescu Consumer Analysis, Demographic and Psychographic Breakdown and VALS

Advertising Copywriting

Horizon Organic Milk (www.horizonorganic.com). Just the milk products; nothing else for this assignment.

The Assignment

1. Consumer Analysis for Horizon Milk Products (Each Milk Product) According to the reading Consumer Analysis is a part of the Situation Analysis plan. Consumer Analysis focuses on current and potential customers. There are four types of organic Milk: Whole, Reduced Fat Milk, Low fat Milk, Fat-Free Milk. There is organic milk which has DHA Omega 3 in it. Organic Milk is also split into four categories Whole, Reduced Fat, Low Fat, Fat-Free. There are Milk Boxes in the following flavors: Lowfat Chocolate, Lowfat Plain, Lowfat Vanilla, Lowfat Strawberry, and Canadian (chocolate partially skimmed milk). Horizon Organic also offers Lactose-Free Milk and Eggnog.

-Demographic Breakdown

According to www.organicconsumers.org thirty million households; 75 million people are now buying organic foods and other products. Fifty six percent of U.S. consumers say they prefer organic foods. Horizon Organic Milk consumers are usually well-educated consumers, therefore they have a college degree. Well-educated consumers usually have higher paying jobs therefore are able to buy Horizon Organic Milk. Organic food products are not sold at every grocery store and gas station. Since organic food products are only at select grocery stores, they are usually located in rural areas rather than urban areas. Organic food consumers are concerned about their health. According to organic trade association, a poll in 2010 released by Consumers Union states that two thirds of organic food consumers are concerned about genetically engineered ingredients contaminating organic food. The poll consisted of 1,015 adults, 53% of which buy organic foods. Those most likely to choose organic food are people from the west, ages 18-34 and female. According to Food Consumer in 2009 organic foods appeal the most to the ages of 35-44. I didn’t find any research that provided a breakdown by race, I think consumers fall under White/Asian, Hispanic/Latino.

-Psychographic Breakdown

-Where do Consumers Fall in the VALS Typology and Why you think that

There are three self orientations of VALS: principle, status, and action. Consumers fall in the action oriented consumer and the principle oriented consumer. Status oriented consumers wouldn’t be buying organic milk to demonstrate success to their peers. Action oriented consumers do have a desire for taking care of themselves which relates to physical activity. Based on the information you gave me I would have to go with principle oriented consumer

because these consumers believe that consuming organic foods is better for people and the environment. Principle oriented consumers would believe this is their contribution to giving back to the environment. There are a variety of organic milk products which is great for the consumer. If I had to choose from the VALS segments, it would be the Fulfilled segment. The consumers that are buying organic milk products are mature, reflective, and value knowledge. The book describes them as well educated and work in professional fields. They are conservative consumers who look for durability and value in the products they purchase.

2. Tell me, based on the section in your chapter on Motivating Consumers, two things that a copywriter would want to focus on to motivate consumers to try/buy each of these Mile products.

One thing that a copywriter would want to focus on is being able to recognize one or more of the needs of the consumer. The Horizon Organic Milk products are consumed by consumers who care about their health. Copywriters should also work on informing consumers about the health benefits to organic milk.

References:

http://www.ota.com/organic/mt/consumer.html

http://www.organicconsumers.org/articles/article_23829.cfm

http://www.helium.com/items/1904257-find-customers-based-on-demographics-and-psychographics

Television Ad for Horizon Organic products VIDEO: Scene 1: Mother is standing at the kitchen sink, waiting for her son. CUT TO Son walks in the kitchen with his backpack. -Mother is still standing by the kitchen sink telling her son where to find the Tuberz and Milk Box -Mother is still talking. Son walks to the fridge and opens the doors. Son looks quickly up and down the shelves of the fridge for the Tuberz Yogurt and Milk Boxes. Grabs one of the Surfin’ Strawberry Tuberz Son then grabs a Low-Fat Chocolate Milk and closes the fridge door. FADE TO Scene 2: Mother and son are in the car driving to school. The son is eating the Tuberz yogurt and drinking the Horizon Organic Chocolate Milk Box. CUT TO Mother talking to her son about the Horizon Organic products. FADE TO Scene 3: Mother parking the car and dropping off her son at school. Son closes the car door and mom brings down the window. Son is still eating the Tuberz yogurt and drinking the Milk box while saying goodbye to his Mother.

AUDIO: Mother: Come on honey you’re going to be late for school. Grab a Chocolate Milk Box and Tuberz from the fridge.

SFX: (Mother sounds serious and worried because she does not want her son to be late for school)

Son: Where are they?

Mother: Top shelf. Grab a Tuberz yogurt, there’s Surfin’ Strawberry, Blueberry Wave, Strawberry Lemonade Squeeze and Sour Apple Spray. SFX: BREATHES HEAVILY (then pauses)

Mother: Then look for small milk boxes, it says Horizon Organic on them. I got you Low-Fat Chocolate Milk I know it’s your favorite.

SFX: Mother sounds happier in her voice and hopes her son likes the Horizon Organic products

SFX: CLICK CLACK CLICK CLACK (opening of each shelf)

SFX: AAAHHH SON: Found them. Thanks Mom.

SFX: BOOM (fridge door closing)

Next Scene: SFX: VROOM, VROOM (Mother driving to school)

Son: These are delicious Mom.

SFX: mhmmm, mhmmm (enjoying the products)

Mother: Good, I’m glad you like them. Horizon Organic products are produced without antibiotics, pesticides and from cows not given added growth hormones.

Mother: These Horizon Organic products are healthy for you. The yogurt tubes provide you with protein, calcium, and probiotics.

Son: Sounds good Mom, please pick up some more I love them.

Mike Stanescu Television Ad for Horizon Organic products

Advertising Copywriting For the television spot I chose to do a ‘Slice-of-Life Format’ involving a mother and son and the

Horizon Organic Products. The storyline is realistic and easy to understand. The mother and

son are running late and the son needs to eat a quick breakfast snack before going to school.

The target audience is young mothers with children, therefore the storyline is relatable. Many

mothers know the experience of getting their children ready for school and having a nutritious

breakfast while running late.

Regarding the camera shots.

The camera shots will consist of medium close up’s and medium shots. The television

commercial starts off in a medium shot. Showing the mother standing by the kitchen sink in

the kitchen. The son walks in, and it is still in ‘medium shot’ mode. When the son opens the

fridge doors and looks up and down the shelves for the Horizon Organic products the camera

shot goes into extreme close-up mode. Showing a detailed shot of the Tuberz yogurt flavors

and Horizon Organic Low-Fat Chocolate Milk boxes.

Going from one scene to the next the commercial uses the ‘cut or take’. The book states it’s

the simplest and most popular transition.

The next scene in the car is a medium close-up. Showing the mother telling her son about the

Horizon Organic products while the son is eating the Tuberz and drinking the Horizon Organic

Low-Fat Chocolate Milk boxes.

When the mother parks the car by the school to drop off her son the shot will be medium close

up. I want the focus to remain on the mother and son and the Horizon Organic products. Not

the car she is driving or the school he is going to. When the mom brings her window down to

continue talking to her son, I want the shot to be medium close up shot. To show the son

enjoying the Horizon Organic products, while he tells her to pick up some more because he

loves them. The end.

In the commercial the problem/solution is the mother/son running late and the son needs to

have a healthy breakfast. The solution is the Horizon Organic products. The end of the

commercial closes on the son enjoying the Horizon Organic products. At the end of the

commercial I would use a key insert showing the Horizon Organic logo and check out our

website page.

The ‘slice of life format’ does not offer a chance to elaborate on the USP that the magazine ad

offers because it is a dialogue between the mother and son. I believe if the dialogue went into

the mother convincing the son to join the organic community on the webpage for example it

would not sound natural. I do believe the television commercial offers the same idea that the

magazine ad does in a different format. The mother gives the Horizon Organic products to her

son and educates him on the benefits of consuming these products. That is what the organic

community likes to do, educate themselves about the product they are consuming and

providing for their families, and share their knowledge learned with others.

Horizon Organic Radio Ad

SFX

Debra Walker sounds excited

HUGE BREATHE, (PAUSE)

Debra Smith sounds assertive.

Debra Walker sounds serious

Debra Walker sounds enthusiastic

Debra Walker sounds serious and enthusiastic

Voice Over

Hi folks, I’m Debra Walker a mother of two

children. I give my kids Horizon Organic

products.

The Horizon Organic products are healthy and

delicious for you and your children.

The products are produced without antibiotics,

pesticides and from cows not given added

growth hormones.

The Tuberz yogurt-tubes that my children love

provide them with protein, calcium, and

probiotics.

To learn more go to our website

www.horizondairy.com.

Mike Stanescu

Horizon Organic Radio Ad

Advertising Copywriting

For the radio commercial I decided to a testimonial of the Horizon Organic products. I used ‘Debra

Walker’ a mother of two children for the testimonial. The Horizon Organic products target audience is

young mothers with children. I want the listeners to understand and believe the radio commercial

clearly. The radio commercial sounds realistic and reflects the mother of two children speaking. The

radio commercial is a produced commercial because I want it to be controlled by the Horizon Organic

company and not a radio station.

I wanted the radio commercial to focus on the ‘voice’ of the speaker rather than music and sound

effects. The voice, Debra Walker reflects a middle aged mother. The spokesperson was informed how

to a statement ‘should be said’. Debra Walker sounds excited to be talking about the Horizon Organic

product. She also sounds assertive; confident about letting the listeners know these products are

healthy and delicious for you and your children. Debra Walker sounds serious and enthusiastic while

letting the listeners know about the Horizon Organic products health benefits and telling them to check

out the Horizon Organic webpage.

The Horizon Organic radio commercial is thirty seconds, 67 words. While the radio commercial does not

have a lot of specific information regarding the different Horizon Organic products, I included the Tuberz

yogurt tubes. The Tuberz yogurt tubes are the main focus in the magazine ad, radio commercial, and

the TV commercial. The radio commercial uses short sentences. The commercial repeats ‘Horizon

Organic’. I wanted to emphasize the point that these products are healthy. What also matters is that

the listeners know that the Horizon Organic products are delicious for children. Children are focused on

foods and drinks that taste good, the parents are focused on health benefits. The call to action is check

out the Horizon Organic webpage. Listeners can learn more about these products on the homepage and

go to the store and buy the Horizon Organic products. The radio commercial does have the same USP

conceptually as the magazine ad, although because it is so short it only tells the listeners to check out

the Horizon Organic webpage. (Where consumers can learn more about the products and become a

part of the organic community)

VIDEO: Scene 1: Mother is standing at the kitchen sink, waiting for her son. CUT TO Son walks in the kitchen with his backpack. -Mother is still standing by the kitchen sink telling her son where to find the Tuberz and Milk Box -Mother is still talking. Son walks to the fridge and opens the doors. Son looks quickly up and down the shelves of the fridge for the Tuberz Yogurt and Milk Boxes. Grabs one of the Surfin’ Strawberry Tuberz Son then grabs a Low-Fat Chocolate Milk and closes the fridge door. FADE TO Scene 2: Mother and son are in the car driving to school. The son is eating the Tuberz yogurt and drinking the Horizon Organic Chocolate Milk Box. CUT TO Mother talking to her son about the Horizon Organic products. FADE TO Scene 3: Mother parking the car and dropping off her son at school. Son closes the car door and mom brings down the window. Son is still eating the Tuberz yogurt and drinking the Milk box while saying goodbye to his Mother. END

AUDIO: Mother: Come on honey you’re going to be late for school. Grab a Chocolate Milk Box and Tuberz from the fridge.

SFX: (Mother sounds serious and worried because she does not want her son to be late for school)

Son: Where are they?

Mother: Top shelf. Grab a Tuberz yogurt, there’s Surfin’ Strawberry, Blueberry Wave, Strawberry Lemonade Squeeze and Sour Apple Spray. SFX: BREATHES HEAVILY (then pauses)

Mother: Then look for small milk boxes, it says Horizon Organic on them. I got you Low-Fat Chocolate Milk I know it’s your favorite.

SFX: Mother sounds happier in her voice and hopes her son likes the Horizon Organic products

SFX: CLICK CLACK CLICK CLACK (opening of each shelf)

SFX: AAAHHH SON: Found them. Thanks Mom.

SFX: BOOM (fridge door closing)

Next Scene: SFX: VROOM, VROOM (Mother driving to school)

Son: These are delicious Mom.

SFX: mhmmm, mhmmm (enjoying the products)

Mother: Good, I’m glad you like them. Horizon Organic products are produced without antibiotics, pesticides and from cows not given added growth hormones.

Mother: These Horizon Organic products are healthy for you. The yogurt tubes provide you with protein, calcium, and probiotics.

Son: Sounds good Mom, please pick up some more I love them.