Information direct headlines straightforward and

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information Direct headlines Straightforward and informative such as specific benefits, making a promise etc. Indirect headlines They sometimes provoke reader’s curiosity and lure readers into the body copy Risky sometimes if the headline is not provocative Subheads Usually smaller than main headline but larger than body copy
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Body Copy & Layout Usually the heart of the advertising message Often flows from the point made in the headline Layout Physical arrangement of the various part of the ad like heading, subheads, message body, illustrations and any identifying marks.
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Guidelines for evaluating creative output Is the creative approach consistent with the brand’s marketing and advertising objectives? Is the creative approach consistent with the creative strategy and objectives? Does it communicate what it is supposed to? Is the creative approach appropriate for the target market? Does the creative approach communicate a clear and convincing message to the customer? Does the creative execution keep from overwhelming the message? Is the creative approach appropriate for the media environment in which it is likely to be seen? Is the ad truthful and tasteful?
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  • Fall '19

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