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Unformatted text preview: ADV3008 – EXAM II I. Copywriting A. Copy • Set of Words in any advertisement • Doesn’t 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 ad…type in word “Paris”…told full story of a relationship…works 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 don’t 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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This note was uploaded on 06/07/2011 for the course ADV 3008 taught by Professor Solomon during the Summer '08 term at FSU.
- Summer '08