Page 148 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes Copywriters use curiosity-invoking and provocative headlines to stimulate question and
thoughts. Samsung DVD headline read, "Don't Buy DVD." To learn more, the reader must continue
reading the body copy. Sometimes the readers won't read any further than the headline.
To avoid this, the creative specialist designs visuals to clarify the message or provide some story
appeal.
To encourage readers to find an answer in the body copy of the ad, copywriters often use a
question headline. The headline of Kenstar microwave oven ad read, "Why Kenstar Microwave
Oven?" A good headline of this type arouses reader's curiosity and imagination. If the reader can
answer the question quickly, or negatively, the rest of the ad probably will not be read. If the
headline reads, "Do you want to buy insurance?" the reader can answer "No" and turns the page
without reading any further.

Readers often pay attention to command headlines that order to do something. The Matiz ad
headline read, "GET YOUR MATIZ TODAY!" Sometimes a command headline is used as a request.
Copywriters use selective headlines to attract particular group(s) of customers. For example,
ulearntoday.com is aimed at CBSE, ISC, IIT, and JEE students. Probably, others than such students
won't pay attention to this ad.

Subheads

Many ads have only one headline, but one or more secondary heads called subheads, are also
common. A subhead is an additional smaller headline that may appear above or below the
headline. When the subhead is above the headline, it is referred as a kicker or overline, and is
often underlined. Subheads sometimes also appear in body copy. Subheads are usually set
smaller than the headline but larger than the body copy, and may appear in boldface or italic
type. Subheads are often used to enhance the readability by highlighting key sales points and
support the interest step best. Subheads are longer than the headline, more like a sentence and
serve as a stepping-stone from headline to body copy.

Body Copy

The main text portion included in the advertisement is called the body copy. The body copy
contains the complete sales story and is the logical continuation of the headline and subheads. It
covers the attributes, benefits, and the utility of the product or service, but getting the audience
to read the body copy is often difficult. It is estimated that just about ten percent readers actually
read the body copy. The body copy must be long enough to accommodate the complete message
and short enough to retain the reader's interest. The copywriter must speak to the prospect's
self-interest, explaining how the product or service will satisfy the consumer's need.

Notes Types of Body Copy
Approach Description
Straightforward It is factual coy, usually written in the words of an anonymous or
unacknowledged source.
Narrative This type of copy tells the story in first person.
Dialogue The copy lets the reader "listen in" on a conversation.
Explanation Copy explains how something works.
Translation Presents technical information, such as that written for high technology and
medical industries, must be defined and translated into understandable
language.

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