Page 147 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 8: Advertising Strategy: Creative Execution

The fundamental function of the headline is to attract the readers' attention, get them interested, Notes
and lead them in the entire ad message. One popular technique to capture the attention is to
occupy the entire top half of the ad with a headline written in large letters. The visual portion of
the ad is obviously important, but research has shown the headline is generally the first thing
persons read in a print advertisement, followed by the visual or illustration. It has also been
reported that only 20% of those who read the headline read the body copy too. To attract the
attention, the headline must put forth the main appeal, theme, or proposition, giving powerful
reason to read the more detailed and persuasive information contained in the body copy about
the product or service. In some print ads the body copy is totally absent, and headline along with
illustration must communicate the total ad message. Advertisers select specific publications that
interest certain target segments and engage the attention and interest of those most likely to buy
a particular product or service. For example, the headline of 'media2india.net' advertisement in
A&M magazine would interest only those who want to advertise on the Internet.
There is no formula that can be recommended for writing a good headline. Copywriters use
many different variations and a number of factors need to be considered in evaluating an
effective headline:
1. The headline should use short, simple words, usually not exceeding 10.
2. The headline should include an invitation to the prospect, primary product or service
benefits, name of the brand, and an interest-provoking idea to induce readership of rest of
the advertisement.

3. The words in the headline should be selective, appealing only to prime prospects.
4. The headline should include an action verb.

Example: Headline saying it all

Advertisers use benefit headlines to promise the prospects some rewarding experience with the
product or service. Such headlines are just simple statements of the product's most important
benefit.
The news/information headline announces news or promises information. The headline of
Maruti Alto ad read, "Alto makes it debut outside of Japan for the first time - in India."

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