Copywriting Exercise:
Copywriting exercises help you become a better copywriter, no matter what your advertising experience level. This copywriting exercise helps you write a restaurant's commercial.
The content in this copywriting exercise is fictional. Any resemblance to actual products, scenarios, people or companies is a coincidence.
Advertising Material:
A 30-second radio commercial
Resources for Writing Radio Commercials:
• Five Keys to Radio Advertising Success
• Ready for Radio?
Product:
Family restaurant
Company Name:
Spencer's
Tagline:
Feeding Your Family Since 1974
Target Audience:
Primary audience is families with children. The restaurant also has an established clientele of older folks who used to bring their own children to Spencer's.
Ad's Focus:
Spencer's has bought ad time during the 5-7 p.m. drive home. Radio spots will air during this time to entice families to skip dinner at home but still have a home cooked meal at the restaurant. Parents on the go can come to the new drive through window they've named Spencer's Express.
Special Promotions:
Children under 12 always eat free when dining at the restaurant. Fridays are all you can eat buffet style from 7 p.m. to 9 p.m.
Challenge:
Spencer's has been losing money during the week because families are opting for fast food chains instead. The restaurant's owners want customers to look at Spencer's as an option. They have a new drive through window and all meals are prepared from scratch just like you would make at your home.
Additional Information:
• Two ads will air during the 5-7 p.m. time slot so Spencer's would like two different versions of ads playing off of each other. However, each ad should stand on its own in case the listener only hears one.
• This is a local restaurant with only one location.
• Spencer's has a distinguishable dollhouse look to it. It is known for its unique appearance.
• Located at 151 Goode Street.
• Spencer's was established in 1974 by the Spencer family. They are a family-owned and operated business.
• All meals are prepared from scratch.
• Sample items on the menu include country fried steak, meatloaf, roast beef, fish and the most popular menu item, "MaMa's Famous Chicken Casserole Surprise."
• Open every day of the week.
This information is provided to help you write the advertising material. You can use or not use all of these points at your own discretion.
