Television Script and Storyboard

The following scenario is to be used in answering thew questions below and in scripting a storyboard for a television ad.

The Product: fresh fruit, particularly oranges, lemons and other bin-sold fruits sold in supermarkets and groceries.

RESEARCH INDICATES: The Sunkist name has high brand awareness (>86%) and people feel good about the brand as a representation of quality and value.

Brand preference is about 60-80%, but people still buy other brands. The problem, in part, is that stores often mix the fruit brands together in the store bins, both branded and unbranded.

Sunkist wants a television ad that will encourage behavior by consumers such that the consumer will develop brand insistence or, when faced with choices, go to the effort to pick out the Sunkist branded fruit.

INSTRUCTIONS: Thinking about the ad plan/campaign planning process and the Advertising/Communication process from the class sessions, answer the following:
1) Define your audience:

2) List your objectives:

3) What is your message?

4) Script your ad using the space below and/or the Storyboard Script page provided.