Write a slogan for Smart Tops hats that can be used in all the company's advertising. Write two print ads, each with a headline and at least 50 words of copy. Be sure to us the slogan you have written. Write a 30-second radio spot, as well as a 30-second TV storyboard, both also using the slogan you have written.

Information: Smart Tops Inc.
Research shows that most men don't wear hats. Smart Tops Inc. is going to try to change that. Smart Tops is a small firm owned by the clothes conglomerate Giant Size, a respected name in clothes. Giant Size isn’t a charity, however, and Smart Tops has been losing money for years. The managers of Smart Tops fear that Giant Size will close the company down in less they can show a profit in the next two years period they have decided to embark on a major advertising campaign and have come to your agency for help.
The research that your agency has done into why men do not wear hats has come up with two major reasons: Men don't wear hats because they don't consider them necessary, and they don't wear hats because I think hats are for older men. Smart Tops Wants to market its hats to younger men, those in the 25-40 age range. the managers aren't sure which would be the most effective advertising campaign. Should they take on the “old” characteristic directly and try to convince men that wearing a hat is a “young” thing do? Or should they try to counter the negative characteristic that hats are unnecessary with some convincing arguments that hats really are necessary?
Your agency wants you to pick one of these advertising strategies and design some advertising for Smart Tops. the following is some information that the agency research office has provided, which may eventually go into a copy platform.
Competition: Smart Tops now has about a 7% share of the market, down from 10% two years ago. Almost every other manufacturer of men’s hats has seen a drop in sales during the past two years also, so there is no evidence that hat wearers have anything against Smart Tops. the biggest advertiser in the market is Smith Inc., which manufactures a line of hats known as Good As Gold. These are some of the most expensive and well-made hats on the market. Other hat manufactures do relatively little advertising.
Supportive selling points: Smart Tops says that its hats are as well-made as the Good As Golds, but Smart Tops hats sell for an average of 25 percent less. The hats range in price from $15 to $50. All the hats contain at least 50% natural fibers, especially cotton and wool. They are extremely well crafted and are backed by years of tradition and experience. Smart Tops Has been making hats since the 1880s. the hats are guaranteed against any defect in workmanship and against any damage for a year. If a customer is dissatisfied with anything about a Smart Tops hat, all he has to do is send the hat to the company office, and he will receive a full refund. Smart Tops Can also be counted on to provide the latest in new styling in men’s hats, as well as a wide variety of traditional styles.
Audience: The Marketing research has turned up the fact that women make about 40% of all hat purchases for men.

Answer rating: 100% (QA)

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