13 Platinum Ideas for Better Advertising Headlines
- Topics:
- Print Advertising
- Source:
- ROCKINGHAM*JUTKINS*marketing
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Overview: The article suggests some points useful for creating a successful advertising. It starts with AIM. Aim speaks of targeting. Selecting the right audience for the message. Those key few who can buy what one sells. Intent talks of setting the tone for the message and the offer. Using the right words, graphics, layout, and design to share the story - to demonstrate the benefits. Move means the targeted audience takes a step, "moves" toward action. The headline is the beginning, the first pass, and the first swing, toward creating the response. Everyone makes buying decisions based on need. It might be logical, rational. It could be emotional, with feeling. The most effective headlines give news or appeal to the reader's self-interest. They get to the point immediately. A headline in a Direct Response ad must stand alone. A graphic may be to the right (since most languages read left to right, you want to read the copy first), or underneath it.
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Format: HTML | Date: Jan 2003 | Pages: 1
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