1. HEADLINE
Four parts of a print ad

2. Headline
Headline – lettering, slogan, or saying that gets the reader’s attention, arouses their interest, and leads them to read the rest of the ad.
7 words or less
May use Sub-headline

3. Headline Before writing a headline, a copywriter must know
the needs of the target market, including matters
Concerning:
Price and delivery
Performance and reliability
Service and quality

4. Headline

5. HEADLINE TECHNIQUES Alliteration – repeating consonant sound
Ruffles have ridges
You'll never put a better bit of butter on your knife. Country Life Butter
The daily diary of the American dream. Wall Street Journal
Functional... Fashionable... Formidable... Fila
Don't dream it. Drive it. Jaguar – Advertising Slogan

6. HEADLINE TECHNIQUES
Paradox – A seeming contradiction that could be true (figures of speech)
Fills you up without weighing you down
Everything is easier on a Mac - Apple Computer
Less Filling, Tastes Great
How to Feel Fit at Any Age

7. HEADLINE TECHNIQUES Rhyme
Nothin' says lovin' like something from the oven. – Pillsbury
No battery is stronger longer. - Duracell Batteries
Once you pop, you can't stop!
Plop plop, fizz fizz, oh what a relief it is!
Hot Eats, Cool treats

8. HEADLINE TECHNIQUES
Pun – humorous use of a word that suggests two or more of its meaning.
Alarmed? You Should Be

9. HEADLINE TECHNIQUES Play on Words Every litter bit hurts
The Citi never sleeps