MMC 2100
Spring 2012
Writing Ad Copy for Print Publication
Assignment: You are a copywriter for the Gainesville Ad-A-Gator Agency. A client has
ordered a print ad. Choose a restaurant and feature a USP. Focus on issues you
discovered from your visit to the restaurant to illustrate the USP. You will include a call
to action in your ad, one that entices the reader to visit the restaurant or think differently
about it. The deadline for this is LAB 13 (week of April 9-12)
Copy platform: (Approximately 250 words) The first page of your completed
assignment will be a copy platform. The copy platform will follow the format we
discussed in class, and it should follow the format similar to the one on p. 227 in the
Stovall textbook, with the following exceptions
• DO NOT include the ad problem or the ad objective. Instead, under the Ad subject,
create a separate category for USP: (the primary reason people should visit your
restaurant)
• You will determine the target market and the competition (consider other nearby
eating establishments).
You will determine the statement of benefit or appeal and the creative theme.
• DO NOT use Supportive selling points. Instead create a separate category for USP
Rationale: That will be an explanation of how you have integrated the USP into
your ad: This paragraph will refer directly to the content of your headline and the
ad copy. This paragraph is essentially a justification for your ad. In this paragraph,
be sure to explain any intentional misspellings or noteworthy grammar issues
because mechanical issues count unless otherwise noted.
Headlines: On a single page, include a list of 10 possible headlines. Indicate which one
of the 10 possible headlines you have selected to appear with your final copy. Note: your
client has instructed you that the headline goes above the ad copy. If you include a subhead, make sure it is NOT written as part of the block of ad copy – HEADLINES DO
NOT COUNT IN WORD COUNT BELOW
Mandatories: Your client has issued a set of mandatory items for the ad.
• The ad must feature the USP.
• The word count of the ad copy must be between 150-175 words.
• You cannot mention the names of other restaurants directly by name.
• Include some prices in your text.
• Include contact information (included in your word count) below your ad copy. The
contact information should be an appropriate Web site address and/or a phone
number for your client, the restaurant.
Your final assignment will include these items stapled together in the following
order: (use sample Mr. Marino posted)
1) Copy platform; 2) List of 10 headlines; 3) Your ad
Be sure to proof read carefully.
All three parts combined + soundslide = 100 points
SOUNDSLIDES MEMORANDUM
To: MMC 2100 students
From: Professor Marino
RE: Creating a Soundslides presentation for Lab 13
For Lab 13, you will be presenting your Soundslides restaurant project in lab. You will
introduce your project to your classmates, explaining why you selected your restaurant
and then play the Soundslides project. ALL projects MUST BE COMPLETE prior to
coming to Lab 13 (You will NOT have time in lab to finish your project). You will work
on SoundSlides in Lab 12. Your Soundslides must incorporate things discussed in lecture
and included in the grading rubric below.
The three parts of the Soundslides project are:
1. Photos – You should select between 12-15 photos. Each slide should last
approximately 5 seconds (can be slightly less). Your photos should illustrate such
things from the restaurant as: food, ambience, location, etc., but a primary theme
should be incorporated throughout your presentation. At least FIVE of your
photos should be of some of the food. Save your photos in a file on your desktop
or laptop before beginning your project.
2. Audio – Select an appropriate 60-second MP3 file from www.freeplaymusic.com
that best illustrates your restaurant’s theme. Save your MP3 file on your desktop
or laptop before beginning your project.
3. Captions – You must have a caption for each photo and should create a title slide
with your restaurant’s name. Use Writing Cutlines (pgs. 111-112 in Stovall text)
as guidelines for writing captions. You do not need to identify people in photos
since the main theme of your Sound Slides project is about the food and
ambience, location of your restaurant – NOT the people.
You can also read the sample Sound Slides project Mr. Marino posted.
Grading Criteria for Ad Copywriting
A writing
 • Appropriate for target publication and audience
 • Appropriate focus promotes USP
 • Meets mandatories required by client
 • Includes call to action
 • Shows creativity in presentation of information
 All slides must include a caption and photo credit
 • Includes list of 10 possible headlines
 • Memo includes necessary info, written in correct format
 • Headline and copy capture attention of readers
 • Appropriate analysis of background research
B writing
 • Appropriate for target publications and audience
 • Appropriate focus promotes USP
 • Meets mandatories required by client
 • Appropriate length of ad copy
 • Includes call to action
 • Shows creativity in presentation of information
 All slides must include a caption and photo credit
 • Includes list of 10 possible headlines
 • Memo includes necessary info, written in correct format
 • Technically correct but lacks appeal to attract reader
 • Background research may be weak
C writing
• Appropriate for target publications and audience
• Promotes product’s USP
• Meets mandatories required by client
• Background research is weak
• Appropriate length of ad copy
• May not include call to action
• Includes list of 10 possible headlines
D writing
• Inappropriate focus
• Ad misses target audience
• Doesn’t meet all of the mandatories required by client
• Missing information
• Appropriate length of ad copy
• Lacks call to action
• Lacks creativity/poor background research
• Inadequate list of headlines