4-6 PROJECT Notes - April 6, 2011 Project 3 You pick one of...

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April 6, 2011 Project 3 You pick one of these 3 ads Apply what we learned in this lecture to the project Elements of Creative Print Ad Headline o Serves several purposes: A headline must grab attention Most important task Ex: “Where every Cinderella story comes true” ft. ScarJo; “The only respectable way to arrive at the weenie roast” for Schwinn bikes; “Babies 50% off—free delivery” American Music World for baby grand pianos. A headline must be relevant Ex of headline that’s not relevant: Citibank/Citicorp—headline is “Rise and Shine” and illustration is a carton of eggs. Looks like a breakfast promotion. These are really irrelevant to what the company has to offer. Making it more relevant: “Protect your nest egg” with egg carton illustration. Much better. A headline can coax the reader into the ad by either: Holding something back o Ex: ad for Canyon Ranch development “Restore your love of the classics. And just maybe yourself” Was trying to draw the reader into the rest of the ad so they would know what the headline was talking about Telling a complete selling story at a glance o Showing the reader what’s in it for them in the headline o Ex: For Cannondale bikes “If it were human, they’d test it for steroids” o Ex: “A few ways to balance your hate for insects with your love for the environment” bug killing spray o Summary of Headline 1. Attract attention 2. Be relevant 3. Coax the reader into the rest of the ad o How many words are best? David Ogilvy says 6-12 words in headline works best
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4-6 PROJECT Notes - April 6, 2011 Project 3 You pick one of...

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