Below is information for a popular cereal that will be developed into a full-page, four-color magazine advertisement in a popular women’s magazine. This exercise allows you to practice writing different types of copy for a product.
Advertiser: General Mills
Product name: Crispy Wheat ‘n Raisins
Product facts: Introductory Price: $3.49 a box
Positioning Statement: For college educated adult men and women between the ages of 24 to 44, Crispy Wheat ‘n Raisins is a nutritious and delicious cereal that is good for the consumer because it is made with whole wheat flakes, raisins, brown sugar, and honey, and it meets the 25% minimum daily requirements of vitamins and minerals.
Background: Crispy Wheats ‘n Raisins is not a new cereal… it was first introduced back in the 1970s by General Mills. It was phased out but consumers always felt it was a top competitor to Raisin Bran… saying it was “crunchier, the flakes are better looking and the raisins are juicier.” General Mills has decided to bring it back and want you to develop advertising that will reintroduce the product.
Support: No doubt, there are a variety of cereals on the market but recent consumer taste testing indicates that consumers found the cereal to be tasty and the raisins to be plumper than other wheat cereals, like Raisin Bran and Shredded Wheat, and other cereals that feature bran flakes and raisins. Likewise, consumer testing found that the cereal appealed to older adults and children.
Recent FDA Dietary Guidelines state that consuming at least three servings of whole grains per day can reduce the risk of coronary heart disease and may help with weight management. Read-to-Eat Cereals are convenient, and they taste great. Vitamin fortified cereals also are a healthy and nutritious source of a number of important vitamins and minerals and play a positive role in maintaining a balanced and healthy diet.
Research has shown that people who eat cereal frequently are better off nutritionally than those who eat cereal less often. Frequent cereal eaters get more of their daily nutrition needs from cereal and have healthier body weights.
Primary Target: Women, between the ages of 24 to 44 with household incomes over $35,000.
COPYWRITING EXERCISE
Using the above information, develop body copy using any two of the following body copywriting types… narrative, factual, descriiptive and/or dialogue/monologue. The focus of this writing exercise is on the body copy so don’t worry about developing a headline or slogan… concentrate on the actual body copy that might be used for the advertisement. Be sure and identify your body copy examples as part of your submission. You should also identify which of the two approaches you think works best for the “sell” of the product.
Narrative – uses a story or the establishment of a specific situation… can be humorous or emotional, evoking a particular mood such as nostalgia, togetherness or escapism. Usually leads to a discussion of a product’s key selling points.
Factual – factual and straight forward in its overall tone, identifies key features of the product/service and pinpoints the key benefit to the consumer, addresses selling points in order of importance.
Descriiptive – describes in detail the features and/or benefits of the product/service, describes how a product works from a step-by-step demonstration approach, sometimes uses humor, some testimonials used with a “before-and-after” approach
Dialogue/monologue – characters do the selling in their own words… testimonials, quasi testimonials, and comic strip approach
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