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Unformatted text preview: ADV3008 EXAM II I. Copywriting A. Copy Set of Words in any advertisement Doesnt have to be seen (can be a radio ad) Works w the visual to put together an ad (like a puzzle). Ex: Google search engine adtype in word Paristold full story of a relationshipworks alongside the visual component Can be 1. Dialogue 2. Voiceover 3. Headline Most important copy component of a print ad Grabs readers attention Designed to stop the reader from turning the page Tasks: Attract Attention (stops the reader) Segment Readers (based on interest or market need) Lead Readers into Rest of Copy Not all headlines are alike: a. Direct Headline Readers dont generally read the entire ad, therefore, headlines must be very straight forward and direct. 2 Components: Product name Product benefit or attribute it provides Disadvantages: Not enough hook or incentive to read rest of the ad bc it already states everything you need to know...
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- Summer '08