The document provides advertising strategies and materials for several products and organizations. It includes strategy statements, headlines, body copy, calls to action, and mandatory information for print ads promoting the Nike Livestrong product line, RE/MAX real estate agents, MAC Cosmetics for African Americans, the iPhone 4S Siri software, the 2012 World Series, a crisis pregnancy center, Venus disposable razors, and Bud Light Lime-A-Rita. The ads target various audiences and use different tones and formats to promote the items.

1. LAUREN
WOODS
FINAL
PROJECT
COPYWRITING
AN D
STRATEGIES

2. STRATEGY
STATEMENT
Advertising will inspire average athletic
customers to do extraordinary things by
introducing the Nike Livestrong product
line. Support will be that your hard
workouts can help those in need. Tone will
be the gratifying feeling you get from both
your work out and your assistance with the
Livestrong Cancer Foundation.
HEADLINE
Saving lives step by step.
BODY
COPY
We give back what you put into it. Be
an unstoppable force and buy Nike
Livestrong Running shoes and we will
donate to the Livestrong Cancer
Foundation.
MAGAZINE:
CALL
TO
ACTION/CONTACT
NIKE
LIVESTRONG
PRODUCT
Your dedication is what can help the
Livestrong Cancer Foundation in their
fight against cancer. Contact a sporting
LINE
goods store or go online to The ads will target to the sentiment of helping out with the fight
www.nike.com. against cancer. With a dark background like Nike frequently does,
the ad will use a pop of yellow on a black background to
MANDATORIES
aesthetically contrast dark and light. One ad will be simple with the
15% of the proceeds of each pair image of running shoes and a yellow ribbon next to it with a bold
bought will go towards the Livestrong headline. Another ad will show the image of a person running with
Cancer Foundation. the headline big and a body copy blurb to explain the proceeds
benefitting Livestrong Cancer Foundation.

4. STRATEGY
STATEMENT
Advertising will expand RE/Max’s business
efforts by highlighting their helpful service
and widespread locations to future
homebuyers. Support will be guaranteeing
to help make a family’s dream a reality
through friendly and caring agents. The tone
will explain that buying a home can be less
stressful with supportive assistance from a
real estate agent.
HEADLINE
We can make your dreams a reality.
BODY
COPY
Whether it’s buying or selling a home,
choosing the right real estate agent will
be the most important decision you
make. At RE/MAX our goal is to offer
supportive assistance to the stressful
undertaking of buying and selling homes.
Let us help you embrace the next phase
life has to offer by connecting you with
one of our knowledgeable agents today.
We are a rapidly growing network of
franchised real estate offices located NEWSPAPER:
across North America, the Caribbean,
Europe, Southern Africa, Central
America, South America, Australia, New
RE/MAX
REAL
ESTATE
Zealand, and Asia.
CALL
TO
ACTION/CONTACT
AGENTS
Get connected with an agent today by The advertisement will have a picture of a suburban household
calling 555-555-5555 or visit us online with a sold sign in the front year that clearly displays the RE/MAX
at www.remax.com logo and contact information within the sign. In the corner will be
the body copy with an opaque box behind the text to distinguish
MANDATORIES
the text from the image. Another advertisement will have a
Each office is independently owned and cardboard box hinting towards a family having their dreams come
operated. true by buying their home and now moving their belongings.

6. STRATEGY
STATEMENT
Advertising will promote MAC Cosmetics
to African American women by providing a
foundation that matches and enhances skin
tones from light amber to dark ebony.
Support will be that it is the only mineral-
enriched formula made to fit your true skin
hue and is used by professional makeup
artists. Tone will exude the confidence,
power, and beauty that all women posses.
HEADLINE
Beauty is striking.
BODY
COPY
With MAC Cosmetics your beauty on
the outside matches the inside. It’s time
to flaunt it.
CALL
TO
ACTION/CONTACT
Discover the unique colors of our
MINORITY:
mineral-enriched formula used by
professional makeup artist all over. Go
online to www.maccosmetics.com and
unleash your true beauty today.
MAC
COSMESTICS
FOR
MANDATORIES
Caution: This product contains
AFRICAN
AMERICANS
ingredients that may cause skin Edgy vibe, featuring a close up shot of an African American
irritation on certain individuals. The woman with copy spaced around. The use of bold fonts and artistic
contents are for external use and are not images will capture the professional makeup side of the product.
to be consumed.

8. STRATEGY
STATEMENT
Advertising will connect the adult consumer
market to invest in smart phones by
proposing a voice-activated software for the
iPhone 4S. Support will be that they don’t
have to learn how to text message when they
can press a button and the software
automatically does their command for them.
Tone will be that they can now engage in the
advancements of technology used by the
young the adult consumer market through
easier application.
HEADLINE
You say it. Siri does it.
BODY
COPY
We made it possible. Get
recommendations for nearby
restaurants, find directions, or even
convert your words into text through the
easy to use Siri for iPhone 4S. Let Siri
help you; all you have to do is use your
voice. SHIFTS
IN
CULTURE:
VOICE
ACTIVATED
CALL
TO
ACTION/CONTACT
Throw out the old and let us help you
update to the new. Go to a local Apple
retail store or order online at
www.apple.com . You’re one button
MESSAGING
ON
SMART
PHONES
away from a world of possibilities.
MANDATORIES
Siri is only available on iPhone 4S and
The advertisement will be a sleek and simple layout that compares
requires Internet access. Siri may not be BlackBerrys to the iPhone 4s. The two phones will be placed side
available in all languages or in all areas. by side. Overtop of the blackberry will hover a magnifying glass
Features may also vary depending on expanded the small buttons which are hard to use and see with
location. Cellular date charges may older adults . Next to it will be the iPhone 4S with Siri pulled up on
apply. the screen showing that you don’t need to use buttons.

10. STRATEGY
STATEMENT
(Used the teams and location from 2011 World Series)
Advertising will promote attendance of both adult and children
audiences for the 2012 World Series. Support will be the once in
a lifetime experience of the 2012 St. Louis Cardinals’ lineup, the
infamous Busch Stadium atmosphere, and the rival competition
of the Texas Rangers. Tone will be the unforgettable connection
shared between a Father and Son through a memorable event.
HEADLINE
It’s America’s favorite pastime for a reason.
BODY
COPY
Stop
and
think
for
just
a
moment.
Reminisce
on
your
childhood,
on
your
pop.
From
late
night
batting
lessons
to
simply
playing
catch
in
the
backyard,
your
dad
was
there
coaching
you
the
whole
way.
Baseball
became
a
common
bond,
a
shared
interest
between
the
two
of
you.
Nothing
compared
to
that
feeling
of
accomplishment
when
you
made
your
dad
proud.
It
was
the
cheering
of
your
biggest
sideline-­‐fan
after
hitting
a
home
run.
It
was
that
celebratory
hug
given
when
making
the
last
out
in
the
bottom
of
the
9th.
It
was
the
collecting
and
trading
of
baseball
cards
over
the
years.
It
was
the
endless
conversations
of
admired
DIFFERENT
GENERATION:
players
and
team
stats.
It
was
the
triumphant
feeling
you
got
after
watching
your
team
win.
Most
of
the
significant
memories
from
your
childhood
revolved
around
baseball.
It’s
time
to
pass
the
tradition
down.
CALL
TO
ACTION/CONTACT
MLB
WORLD
SERIES
2012
Come experience an unforgettable game between the St. Louis One advertisement will be a single shot of a baseball field with a
Cardinals and the Texas Rangers at the historic Busch Stadium on close up on the baseball. It will have a simply and bold headline
October 28, 2012. Tickets are sold at Busch Stadium or online at with the copy underneath. Another ad will have a father and son
www.ticketmaster.com walking into Busch Stadium together with the headline up top and
the body copy on the side. Both will feature the St. Louis Cardinals
MANDATORIES
logo.
See
the
full
Ticketmaster
Fan
Guarantee
for
details
and
exceptions
regarding
canceled
or
rescheduled
events,
lost
or
damaged
tickets,
or
on
refunds
and
exchanges.

12. STRATEGY
STATEMENT
Advertising for the Crisis Pregnancy Center
will resonate with parents, and pro-life
audiences while challenging the ideals of
pro-choice idealists. Support will be the
simply stated headline, which captures the
egocentric philosophy of our own personal
selves and lives that we all have rooted
within. The tone will be thought provoking
and hard to contend due the bold, point
blank statement of the ad.
HEADLINE
What if it had been you?
BODY
COPY
No body copy is needed so that the
emphasis focuses on the one-liner and
the power of image.
POLITICAL:
CALL
TO
ACTION/CONTACT
We are here to let you know that you have
ABORTION
options. If you are pregnant and would like
to talk to someone, go online to The advertisements will use the power of image to grab the
www.imadethisupCPC.org or call us at 555- attention of the viewer through a photograph in a baby hospital
555-5555. Here at the Crisis Pregnancy room. A row of bassinets will be lined as the photograph is taken
Center we care about your future, as well as through the window view. Each basket will have a baby sleeping in
your baby’s. it while one of the bassinets is empty. The headline will be clear
and bold at the very top and the call to action will be found at the
MANDATORIES
bottom.
All services are FREE and confidential.

14. STRATEGY
STATEMENT
Advertising will target female customers by
humorously marketing Venus Disposable
Razors through an amusing example of
relationships. Support will be that it is the
first ever 5-blade disposable razor and is
also effortless to replace. The tone will be
comical as it relates an old and dull
relationship to an old and dull razor.
HEADLINE
If only relationships were like razors.
Just use and toss.
BODY
COPY
Are your razors becoming old like your
relationship? We believe it’s time for a
new one. Venus proudly introduces our
newest disposable razor with 5 blades.
No more dull razors, no more dull
boyfriends.
CALL
TO
ACTION/CONTACT
HUMOR:
Toss out your old razors and buy
Venus Disposable Razors today. All
Gillette products can be purchased at
VENUS
GILLETTE
DISPOSABLE
RAZORS
convenience stores nearby.
MANDATORIES
The advertisements will define the relationship of a couple by
Keep out of reach of small children and portraying a bored female alongside a male who is staring at the
infants. television. It will also feature an enlarged image of the razor to
incorporate the product to the copy of the ad.

16. STRATEGY
STATEMENT
Advertising will introduce Bud Light
Lime-A-Rita to the adult consumer
market. Support will be the guaranteed
great taste due to the combination of two
classics (Bud Light Lime and margaritas.)
Tone will be a message of extreme
confidence that entices consumers to try
such a bold addition to the Bud Light
Family.
HEADLINE
Life gave us limes, so we made
margaritas.
BODY
COPY
Life throws you curve balls. We
thought we’d throw one back. We
introduce to you our new Bud Light
Lime-A-Rita. If two is better than one,
there’s no way we could go wrong with
these classics.
BRAND
EXTENSION:
CALL
TO
ACTION/CONTACT
Go ahead and try it for yourself. We
guarantee it will be a hit. Sold in local
BUD
LIGHT
LIME-­‐A-­‐RITA
Advertisement will use the bright green color of limes to catch the
convenience/liquor stores.
attention of the viewer. An image will show a bud light lime bottle,
a margarita glass, and a half cut lime sitting next to each other on a
MANDATORIES
table outside by the pool. The beer bottle will be sweating from the
Enjoy responsibly. All consumers must heat and the background will be slightly blurred with a sharp focus
be 21 years of age or older. 4.2% on the objects on the table. Around it will be the headline and body
ALC/Vol. copy. Another ad could play off the vibrancy of the green color and
have a textured effect like water droplets in the background with a
picture of the can expanded with text around it.