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Headlines in Print & TV Advertising

Headlines in Print & TV Advertising

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Published by: birubiru on Nov 14, 2011
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UNIT 2
 
Integrated Advertising ProgramCHAPTER 5: Understanding Message StrategyLesson 17: Headlines in Print & TV AdvertisingLearning Objectives
You will understand via this lesson the importance of headlines in a copy.
You will also understand the different types of headlines that you could possiblymake.
You will understand the elements of TV advertising also the production method inmaking a TV commercialHeadline is the most crucial part of advertising. Basically,
it is used to arrest attentionand to create interest
. It should go beyond being catchy or sloganising. It has, really,speaking a lot to contribute to the style and mood of an advertisement. Headlines manytimes do target the advertisement to a select audience. They are inviting enough tomotivate the reader to read the advertisement copy further. Perhaps this they are able todo by being benefit-oriented. Headline is not to be taken too literally. It mostly occurs asthe caption, but can occur anywhere in the body of the advertisement copy, even at theend. In a nutshell, self-interest is the key to successful headlines. We would like to knowwhat benefits the product could offer to us, or what solution the company has got for our  problems. Many headlines
 
do the positioning work - they highlight a product benefit that is most important. Manyheadlines are musical, whereas many are curious. Some headlines are newsy.Quinn stresses the importance of the copywriter finding more interesting ways of  presenting basically uninteresting propositions. Every headline, he cautions, should bethe best you have ever written because you are only as good as your last advertisementcopy.
Basics of Writing Headlines
1.
They should suggest a quick and easy way out
. It has the capacity tosatisfy some need or want.Let me illustrate. You have heard about Taj Mahal Tea Bags (Dip, Dip, Dip). Ithas the capacity to quench the thirst. So the advertisement headline says:
THIRSTTEA DIP.
Similarly, Hawkins pressure cookers', recent headline 'You and Your Hawkins - thesafest, fastest, way to tasty food, makes you realize immediately what it can do for you. No wonder they all want it.2.
Self-interest is created in every headline
.Warner's Waterbury Compound promises that, "When vitality is low, Waterbury'sCompound brings back the glow.'Anne French Hair Remover - The gentle way to cream hair away makes us socomfortable. We can say now goodbye to razor nicks and cuts.3.
News is included in the headline.
We are always on the look out for new products, new ways to use an old product, or new improvements in an old product. Themost powerful words in a headline are
NEW
and
FREE
. There are occasions to useFREE, but a few can use NEW.The following list of words gives news value to the advertising.
Announcing.Surprise.Now.
 
It's here. Just arrived. Amazing. Sensational.Revolutionary.Last chance.
4.
The headline should always target the advertisement towards yourprospective customers
. Thus Johnson's baby powder headlines do have the wordMOTHERS for whom it is meant. Never use a word that will exclude some prospects.5.
Many more people read the headlines
. All of them may not read the rest of thecopy. So it makes good sense to use the brand name of the product in the headline.So the Cerelac advertisements headline reads 'Give your baby the
Cerelac
advantagefrom the first solid feed.'6.
Headlines can be made by imaginatively coined words (coinages).
The bestexample is Lacto Calamine's headline "Skinnocence." How wonderful! It is one wordheadline. But it promises an innocent, blemish free skin. It is so striking too. Now let us take a simple product like an egg. You want to suggest that it is soexciting to take it. How will you be able to coin a new word, using the two? Yes, youwill call it
eggcitement.
Thus, economics of eggs will be
eggnomics
and extraordinaryqualities of eggs will be called
eggstraordinary.
So now you have
eggsperienced 
it. So
eggstatic…
and so on and so forth.7.
We have to include the selling promise in the headline
. Maybe, it makes theheadline a little longer. But it sells if properly constructed.See the 10 words advertisement headline of Fern Instobleach:Every woman can be faster if only she knows how!Here is another example where Bonny Mix porridge is described:BONNY MIX‘The new instant porridge with the goodness of cereals, fruits and nuts.’

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