WRITING TEST
Story: Write up to five paragraphs about Howard using all or some of the following information: • • • • • • • •
Howard has a dog. Howard like peanut butter and jelly sandwiches. Howard’s mom called him yesterday. Howard’s bedroom colour is blue. Howard has a beard. Howard is interviewing tomorrow for a new job as a graphic designer. Howard does not have a girl friend. Howard’s pet peeve is people slurping their tea.
Howard Burns is quite a character; he can be considered right brained which would explain the reason for his life interests not forgetting the fact that he leans his head to the right before he answers a question. His pet peeve is people slurping their tea, sadly one of the reasons he does not have a girlfriend. Ben, a 140lb English Mastiff is his closest friend. Despite Ben’s inclination to pee on everything in sight, the two have struck up a wonderfully magnetic friendship where Ben has served as an inspiration to many of the decisions in Howard’s life. It was Ben’s reaction to one of Howard’s shirts that resulted in Howard painting his bedroom blue. The bedroom, more like a play room, has evolved into a bonding sanctuary where the two would prop up on the bean bag and share their mutual like for peanut butter and jelly sandwiches, some of which would always get caught in Howard’s beard. Howard has dreams of becoming a creative director but has been out of a job for a while. So you can imagine his excitement when he got called for the interview he has tomorrow as a graphic designer. He is not the only one who is anxious about the interview and his mother expressed this yesterday as a reminder when she called. Included in her excitement were notes of apprehension and a caution to wear a clean shirt and tie.
SCRIPT: 30-second radio spot CLIENT: Toyota OBJECTIVE: Sell 5,000 vehicles by the end of the fiscal year. KEY MESSAGES: • The last of a series of Toyota’s 45th Anniversary Open Houses is January 14, 2012 • Vehicle discounts: $14,000 off Corolla, $7,000 off Yaris, $8,000 off RAV 4 • Other specials: free window tint, free alarm, free floor mats • Discounts and specials available to buyers who purchase vehicle before January 31, 2012. Rev Up! Sound of a Car engine starting up…… “Drive away with massive savings It’s our 45th Anniversary Open House and your last chance to save BIG So we are revving up your discounts every day (Voom, Voom---sound of revving) $14,000 off your new Toyota Corolla, (Voom, Voom---sound of revving) $7,000 off your new Toyota Yaris, and (Voom, Voom---sound of revving) $8,000 off your new RAV 4 But Don’t drive off just yet It get’s better with more specials Free window tint, free alarm and free floor mats So now you can toot your own horn (Sound of horn tooting) It’s always exciting to save at Toyota so hurry to our showroom Don’t get left behind, these discounts won’t last long Offer ends January 31, 2012. See press for details and drive away with your savings today….. (Ends with the sound of a car speeding off)
Describe the colour red to someone who is blind. Feelings of love, both beautiful and overwhelming at the same time, The warmth of a summer day A passionate kiss that gets your blood pumping and pulse racing It changes when it is angry or embarrassed. To know it’s truest form think about the feeling you get when you most desire something or if you are attracted to someone - it is deep, powerful, rich, hot, intense, and spicey. It’s not easily diluted; it will always be dominant, Like I said it’s like love, eager like new romance, very convincing, and bold.
Develop a concept that you think would achieve the objective of the client based on the information below. Client: TSTT - Enterprise Product: Blackberry Curve 9360 Objective: Increase sales of Blackberry Curve by 15% over last year Target Demographic: Young professionals (20-35 years old)
Based on the client’s budget I would suggest a 3-month campaign encompassing radio TV & Print. The concept would be built around the following rationale: Target market is young professionals (20-35 years old). They would be upwardly mobile individuals who exhibit a “trend toward higher status in terms of income, material goods, and lifestyles.” CONCEPT: The reality is: The Blackberry Curve is like nothing you’ve ever owned it’s a companion you cannot live without and you need it to be a part of the “In Crowd” it’s useful yet stylish, you need it to feel like you are a part something and you are going somewhere in this life. It’s what makes you “known,” “connected” and different yet you belong a special group---The Blackberry Curve Family. Imagery: Would be synonymous with the target market/demographic with a mix of achievement and a hint of humour….some print will be gender specific appealing to individual traits, somewhat subliminal!
PRINT: FULL PAGE/FULL COLOUR: Tie Advert to lifestyles •
Example: Print 1: (graphics well known artist ---surroundings can a red carpet or stage), Heading: IN A WORLD WHERE LIFESTYLE MEETS NEEDS, Tag Line: YOU’VE GOT TO HAVE ONE
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Example: Print 2 (Someone in Gym clothes, or a “sports” environment), Heading: IN A WORLD WHERE LIFESTYLE MEETS NEEDS, Tag Line: YOU’VE GOT TO HAVE ONE Example: Print 3 (Someone in the middle of nowhere, under a tree, feet crossed and hands set for), Heading: IN A WORLD WHERE LIFESTYLE MEETS NEEDS, Tag Line: YOU’VE GOT TO HAVE ONE Example: Print 4 (persons in a Boardroom meeting setting) Heading: IN A WORLD WHERE LIFESTYLE MEETS NEEDS, Tag Line: YOU’VE GOT TO HAVE ONE *****Lifestyle in the heading can also be changed to style.
PRINT: FULL PAGE/FULL COLOUR: Tie spotlight image to statements of belonging or exclusion. Emphasis on features and advert text. •
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Example: Print 1 (A curve is placed in an Executive Chair, to the side of the AD, features should be listed as if the BB is talking about itself and all it’s useful musthave features. Tone is masculine: Heading: EVERYBODY WANTS ONE, Tag Line: YOU’VE GOT TO HAVE ONE Example: Print 2 (A curve is placed on a pillow in an executive suite, to the side of the AD, features should be listed as if the BB is talking about itself and all it’s useful must-have features. Tone is feminine: Heading: EVERYBODY WANTS ONE, Tag Line: YOU’VE GOT TO HAVE ONE
Radio AD: Example 1: 30sec radio Ad that should follow the lines of: Girl I went to my high school reunion, It was so good to see my friends, Jen is an engineer, Tom is in marketing, Rachel is a model and Leah just is……but they were still so much alike boasting about how much they love their BB curve and how they need it to function everyday. It was like it wasn’t a phone, it was a lifestyle. I left thinking---Am I the only one who doesn’t have one! Anncr: In a world where style meets needs, and where everybody wants one, You’ve got to have one----the Blackberry Curve 9360. Visit Bmobile store today….. TV AD: Example 1: 45sec Focus on connectivity, feature and lifestyle: Starts with an executve (person A) receiving a BB---message: meet us at Charlie’s Pub, 7:00pm tonight, BB invites only, Executive forwards to person B (fitness trainer), in the gym, message reads I’ll be there, will you?, person B forwards to person C (architect/engineer) on a construction site message reads I’ll be there, will you? Person C forwards to Person D---he reads the same message and forwards it just before he bungy jumps. VOICE: Blackberry Curve 9860, You’ve got to have one.
Radio Call in Trivia (focused on discount to stimulate sales): Trivia One: Listeners are asked to call in for a chance to win a $500TTD coupon towards a new Blackbeery Curve. Winning is dependent on answering three questions
about the Blackberry features after providing the following access phrase: Blackberry Curve 9360. You’ve Got to Have One! Six Line Rhyme: Listeners are asked to call in and recite a six-line rhyme on why they need a Blackberry Curve for a chance to win a new phone. Winning is dependent on providing the following access phrase: Blackberry Curve 9360. You’ve got to Have One to be apart of the contest. Contestant then does their rhyme and then callers will call in to vote on their favourite rhyme.