Headlines  The most important element in every advertisement.  Should quickly inform the prospect of the underlying thought behind the advertisement in an effort to get them to read the ad.

Purpose of Headlines n Attract attention to the advertisement through what it says and how it works. n Selects an audience of logical prospects and singles out potential prospects from the readers

Four Types of Headlines n Label headline n Informative headline n Provocative headline n Selective headline

Label Headlines- when to use n Merchandise has general acceptance with public due to previous advertising n Articles that have immediate demand

Informative Headlines n Informs reader about the main fact or idea. n Attracts attention of readers and includes a major selling point.

Provocative Headlines n Provokes readers curiosity in order to get them to read the text n Hints at the content of the text.

Selective Advertisement n Names the people to whom an ad is addressed. This headline selects from many readers, potential prospects. n When to use? When the merchandise holds a particular appeal primarily for a specific use.

Headlines According to Grammar Form n Declarative headlines n Imperative n Exclamatory n Interrogatory

Essentials to an Effective Headline n Informative n Specific n Interesting n Active n Concise n Original n Appropriate