BSBWRT501 Write persuasive copy

Introduction

The john cafe provides smooth and creamy coffee and it is near the Parliament Loop station, on
Spring St. The Parliament of Victoria is nearby. Princess Theatre is just down the road. Within some
years, John coffee will become a great brand, and will be accepted as an integral part of the hospitality
industry, perceived as a key component in the success of hospitality establishments, both large and
small. John Café has a nice range of salads, wraps. And panini, plus some inviting cakes. From the
moment if customer walk in john coffee shop they can expect to be greeted by highly trained and
motivated staff. Baristas will be only to happy to help and advice customer on range of quality
products and accessories. So, come visit john coffee and let Barista tempt with examples from
extensive range.

‘MacVille is in business to provide espresso coffee machines that meet the efficiency, reliability and
sustainability needs of our hospitality clients who, in turn, reward us with profits that will allow our
stakeholders and the communities in which we operate to prosper.’

Part A: Analyse and interpret creative brief. This will require you to:

1. Explain the central idea or creative concept used in the campaign

- a combination of visual (illustration) and verbal (text and headline) messages:
- the verbal or visual device used to present the content to the reader, listener or viewer of the
advertisement, such as:
analogy and association: Widely used by marketers, the visual metaphor is useful for
communicating a product's benefit by relating it to something different but with a similar
quality. Another way to catch audience’s attention is with a visual simile. Although similar to
the visual metaphor in that it makes connections between two sometimes unrelated things, the
visual simile presents an object so that it looks like something else.

2. Identify and discuss technique/s used to express your central idea or creative concept.
Write an email to organisational manager seeking their confirmation for the most
suitable technique/s for your campaign

- Rational: The reasonable, practical and functional desirability of a product or service to a

potential consumer. For example, a marketing department of a business will often make a
rational appeal to consumers if they are attempting to sell coffee and dessert to a targeted
group of consumers

Email to organisational manager seeking their confirmation for the most suitable technique/s for your
campaign:

From: (Your email address)

To: ceo@johnscafe.com.au
Subject: Seeking your confirmation for the most suitable technique/s for John’s Café campaign

Dear CEO;

Rational appeal is based on appealing price point and highlighting benefits of the products for the
customers. The reasonable, functional and practical aspect of the product or service is highlighted in
rational appeal advertisements

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Kind regards,

3. Outline and discuss the required contents and structures to be communicated to the
audience about the brand or image factors, and source all the relevant supporting
information which can contribute to the campaign designing. Prepare a rationale to
explain how you ensure the accuracy and completeness of this sourced information.

- Competitive advantages: Competitive advantages are conditions that allow a company or

country to produce a good or service of equal value at a lower price or in a more desirable
fashion. These conditions allow the productive entity to generate more sales or superior
margins compared to its market rivals
- Features of the product/service: Product features are characteristics of your product that
describe its appearance, components, and capabilities. A product feature is a slice of business
functionality that has a corresponding benefit or set of benefits for that product's end user.
- Price: A value that will purchase a finite quantity, weight, or other measure of a good or
service.

4. Write an email to the management seeking the confirmation about the time schedule
and budgetary requirements for creating copy and present the final confirmed schedule
and budget requirements.

From: (Your email address)

To: ceo@johnscafe.com.au
Subject: Seeking the confirmation about the time schedule and budgetary requirements for creating
copy

Dear CEO;
The project will begin at 25/05/2019. There are some budget requirements:
- artist/illustrator
- director
- film maker
- musicians
- performers

Kind regards,
Your name

Final confirmed schedule and budget requirements:

Activities for creating Start time End time Budget requirements

persuasive copy
artist/illustrator 25/05/2019 25/08/2019 $1000

director 25/05/2019 25/08/2019 $1100

film maker 25/05/2019 25/08/2019 $1500

musicians 25/05/2019 25/08/2019 $900

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performers 25/05/2019 25/08/2019 $1000

5. Discuss any legal and ethical constraints impacting on the designed copy.

- discrimination: discrimination is treatment or consideration of, or making a distinction

towards, a person based on the group, class, or category to which the person is perceived
to belong
- ethical principles: The five main principles of ethics are usually considered to be:
Truthfulness and confidentiality. Autonomy and informed consent. Beneficence.
- obscenity: An obscenity is any utterance or act that strongly offends the prevalent
morality of the time.

6. Identify and select the suitable digital systems and tools to design the copy scripts,
discuss the functions, key features and provide a rationale of how you would use it
effectively to design the copy scripts

- Concept board: Concept board is a collaborative, whiteboard-based project management tool

in the cloud! It's conversations around content to move projects

Functions of suitable digital systems Concept board is everything the user needs to
collaborate visually & supercharge their
productivity

Key features of suitable digital systems live pointers, a moderator mode, audio and video
conferencing, product mock-ups and more.
Additionally, Concept board features various
project management functionalities

Rationale of how you would use it effectively to a design rationale explains the reasons behind
design the copy scripts decisions made ... why, and leaves the reader
with a clear image and feel of your design
concept

Part B: Evaluate creative options. This will required to:

7. Identify and discuss design and copy options according to the requirements of the
creative brief

- the words used in broadcast advertising such as:

o jingles: a comic metallic sound of irregular measure
o message content: Content is both information and communication in message
o slogans: A slogan is a memorable motto or phrase used in a clan, political,
commercial, religious, and other context as a repetitive expression of an idea or
purpose

8. Select the most suitable option/s for the final implementation, and report on:
• How they help to communicate the required information and image to the target
audiences

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 - brand or image factors: The key in brand image research is to identify or develop the most
powerful images and reinforce them through subsequent brand communications
- competitive advantages: In business, a competitive advantage is the attribute that allows an
organization to outperform its competitors
- features of the product/service:

• How they meet with the time and budgetary requirements

Selected Estimated Actual Estimated Actual end Estimated Actual

options start time start time end time time budget budget
(Students
please refer
answers to
Q. 7)
1. jingles 24/05/2019 26/05/2019 24/06/2019 26/06/2019 $1000 $900

2. message 24/05/2019 27/05/2019 24/06/2019 24/06/2019 $1000 $1100

content
3. slogans 24/05/2019 28/05/2019 24/07/2019 26/07/2019 $1200 $1500

Part C: Prepare persuasive copy. This will require you to:

9. Select the company’ biggest competitor/s and review their promotional materials,
discuss their copy impacts in terms of products, services or ideas communicated to their
target audiences.

Competitor: (Business name Starbucks)

Promotional materials used:

- advertisements
- client functions
- employee functions

Copy impacts in terms of products to their target audiences:

Starbucks' appeal to this consumer age group through hip, contemporary design that is consistent in its
advertising and decor.
Copy impacts in terms of services to their target audiences:
Starbucks’ appeal to this consumer age group through hip, contemporary design that is consistent in
its advertising and decor. And working to keep its products current as status symbols.
Copy impacts in terms of ideas communicated to their target audiences:
Starbucks’ young female customers place a premium on health and personal appearance. So the chain
targets them with lower-calorie “skinny” beverages. Recently,

10. You are to design THREE scripts for your campaign, this include:
• Write a TV commercial script by using a full story board (consider using the
appendix sample)

(Below is just an example of showing you how to design the TV script, PLEASE DO NOT GIVE
ME BACK THE SAME ANSWER!!!)

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Camera up on wild world
Any coffee can give you a pick me up. But how many can wild up your day? Live on the wild side
with Caribou Coffee Wild Coolers. Introducing new and improved Northern Lite Coolers with only
100 calories each.
Supers fill screen:
‘It’s loves at first Lite”

• Write a Print Ad with full page colour and should include headline, sub-
headline and body copy

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 • Write a Radio Ad script with 30 sec duration

(A relaxed and enjoyable music playing on)

In the Australia alone we drink 70 million cups of coffee every day, it is strong flavour enticing aroma
and energy boosting properties make it the second most popular drink across the globe.
But just where does it come from?
Why is it so popular？
What does it do the body?
Why are we becoming so obsessed with the drink?
John café
Open every day from 9am to 6 pm

Make sure you will include required image, features/benefits of the product, service or
idea.

11. Based on your designed copies, compare with those of competitor/s and write a report
explaining the differences of between yours and the competitor/s

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John’s Café Advertising purpose: Advertising Supporting Content include: Central ideas include: Writing styles
designed - promoting image content includes: information - competitive - a combination of and
copies - brand or image include: advantages visual (illustration) techniques
factors following options) - features of the and verbal (text and - emotional
- competitive - evidence to product/service headline) messages - rational
advantages support the - price -
- price claimed benefit
- purchasing
information
- reassurances for
existing users
-
Competitor’s Advertising purpose: Advertising Supporting Content include: Central ideas include: Writing styles
designed - communicating a content includes: information - competitive - fantasy and
copies message to a - brand or image include: advantages - techniques
particular audience factors - purchasing - price - positive
- - colour information - colour - rational
- competitive - reassurances for
advantages existing users
- - requirement to
specify the target
audience

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 12. Write an explanatory note detailing how the designed scripts address the requirements
of the creative brief in terms of information, format, language, writing style, and level of
detail
Information to be delivered to the audiences:
- features of the product / service: basic marketing strategy is to work with customers on a one-
to-one basis to ensure their supply needs are being met and help develop unique marketing
programs for each of them.

Creative brief format used:

In a format of statement announcement: this designed script will use a format of statement to post this
advertisement. In this advertising, only a boy showed in a video from begin to end. Video use the
dumb show format to demonstrate feature of coffee to audience.

Creative language used:

In fact, this video did not include any words. Only using the boy’s body language to show audience
the good feature of coffee. From sleepy condition when a boy wakes up to energetic feeling after
drinking coffee. Although there is no any words to explain what coffee great is, audience can feel
coffee is really good by body language.

Writing styles used:

Warm, the advertising uses warm styles to show audience advertisement. In fact, when the video
shows the element including bed, kitchen and panamas, the target audience connect themselves easily.
Audience will get really sense in their life. It will make advertising to have more attract.

Level of details:
High detail to customer

13. Develop an action plan including tasks to be completed, task priorities, timelines,
costing, personnel involved, and resources required. To develop your action plan, you
can use any type of project planning tool such as a GANTT chart. Make sure your
action plan is conducted in accordance with the budget and timelines advised above

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Tasks to be Task priority Start time End time Costing Personnel Resources required
completed involved

1. jingles 1 26/05/2019 24/06/2019 $900 film maker - air brushes

- relevant and current
software

2. message 2 27/05/2019 24/06/2019 $1100 musicians - digital equipment

content - scissors

3. slogans 3 28/05/2019 24/07/2019 $1500 performers (Students select any 2 from the
following options)

- found materials
- markers

Gantt Chart:

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Write an email seeking the confirmation of accepted task responsibilities from relevant personnel

From: your email address

To: A@johnscafe.com.au; B@johnscafe.com.au; C@johnscafe.com.au; D@johnscafe.com.au
Cc: ceo@johnscafe.com.au

Subject: Seeking confirmation of accepted task responsibilities from relevant personnel

Dear CEO,
I would like to get your confirmation regarding the involved stakeholders’ roles and responsibilities within the incoming advertisement briefing designing.
Please reply to me if you are happy with the arrangement.

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relevant personnel involved in creative brief Responsibilities
designing :
- broadcasters
- clients
- directors
- funding bodies
- interactive digital media technical staff
- performers
- producers
- script editors
- storyliners
- writers
- other technical/specialist staff
- broadcasters someone who broadcasts on radio or television

- directors someone who supervises the actors and directs

the action in the production of a show
- writers a person who is able to write and has written
advertising
- script editors A script editor is a member of the production
team of scripted television programmes, usually
dramas and comedies

Kind regards,

14. Identify and discuss factors relating to legal, standards, codes of practice and
organisational policies and procedures requirements that may impact on the copy
designing process.

- copyright: Copyright is a form of intellectual property that protects the original expression of
ideas. It enables creators to manage how their content is used
- cultural expectations and influences: Cultural background. Culture is the most fundamental
determinant of a person's wants and expectations. Culture provides a pattern of perceptions,
values and behaviours that have influenced a person's perspective on life and the environment
in which he/she live
- defamation: Under common law, to constitute defamation, a claim must generally be false and
must have been made to someone other than the person defamed. Some common law
jurisdictions also distinguish between spoken defamation, called slander, and defamation in
other media such as printed words or images, called libel

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