Lecture notes on magazine adv

Lecture notes on magazine adv - Headline ?...

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Headline ? Must grab attention o Disneyland o Red Roof Inn o Schwinn Bicycles o American Music World ? Must be relevant o Citibank/Citicorp (not relevant) ? Rise and Shine ? Breakfast Promotion? ? Changed to Protect your nest egg. ? Can coax the reader into the ad by either: o Holding something back; ? Incomplete, intriguing ? Canyon Ranch ? Objects all over o Telling a complete selling story at a glance ? Cannondale Bikes ? If it were human, they’d test it for steroids ? Headlines should: o Attract attention o Be relevant o Coax the reader into the rest of the ad ? How may words are best? o 6-12
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o 5x more people read the headline as opposed to the body copy. o Best if brand name is in headline and also if you sell your product in the  headline. Illustration ? Should support the selling point  the advertiser wants to communicate o Bad examples: ? Instinet ? Canon ? Should form a complementary relationship
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This note was uploaded on 04/30/2011 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas at Austin.

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Lecture notes on magazine adv - Headline ?...

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