what is headline in advertising? This presentation keep a great information with the Relevance in headline...in an advertising copy. thanku all..

1. HEADLINE IN AN
ADVERTISEMENT
COPY
IMPORTANCEOF
By krishna. R

2. 01
02
03
WHAT IS AN AD HEADLINE?
AN AD HEADLINE IS A GROUP OF A FEW WORDS OR SENTENCES
THAT PROMOTE A PRODUCT OR SERVICE.
AD HEADLINES CAN BE IN PRINT OR DIGITAL FORM AND
TYPICALLY EMPHASIZE A PRODUCT'S PRIMARY PURPOSE OR
BENEFIT TO A CONSUMER.
ADVERTISERS USUALLY CREATE AD HEADLINES THAT ARE
CATCHY AND NOTICEABLE AND COMBINE THEM WITH IMAGES IN
ORDER TO CONVINCE PEOPLE TO BUY THEIR PRODUCT.

3. ROLE OF HEADLINE:
A HEADLINE PLAYS A SIGNIFICANT ROLE IN ADVERTISE BY PERFORMING THE
FOLLOWING IMPORTANT FUNCTIONS :
A. TO ATTRACT ATTENTION OF READERS TO THE AD ;
B. TO KEEP TARGET CONSUMERS EASILY AND QUICKLY WITH A SINGLE HEADLINE
AND TO PERSUADE THEM TO READ THE ENTIRE AD COPY.
C. TO CREATE CURIOSITY AND INTEREST IN THE AD KEEP MORE IMPORTANCE TO
ENITRE INFORMATION OF PRODUCT, SERVICE , QUALITY, PROMOTION AND
MARKETING ;
D. TO MAKE THE ILLUSTRATION BY CREATIVELY AND THE COPY MORE MEANINGFUL;
E. TO INTRODUCE A UNIQUE SELLING PROPOSITION;
F. TO SORT OUT USEFUL ADS FROM USELESS ADS;
G. TO SERVE AS THE ESSENCE OF THE WHOLE AD COPY.

4. IN THE WORDS OF DAVID OGILVY,
THE ADVERTISING GURU, “THE
HEADLINE IS THE MOST
IMPORTANT ELEMENT IN MOST
ADVERTISING. IT IS THE TELEGRAM,
WHICH DECIDES FOR THE READER
WHETHER TO READ THE COPY”.
words of David Ogilvy

5. Essentials of a Good Headline :
1. Original : A good headline should be unique and should not be an
immitation of any other headline. Originality of headline creates a separate
interest in the minds of readers.
2. Concise :
A good headline must be brief i.e. it should not have more than 8 to 10
words and should form a maximum of two lines.
3. Specific :
The headline should be relevant and appropriate to the copy and
illustration. It should convey the advertising message specifically and not
vaguely.
4. Provocative :
A good headline should be forceful enough to induce the readers to go
through the copy and the entire advertisement.

6. CLASSIFICATION OF
HEADLINES
Benefits Headline : Such headlines indicates the
benefits of the product or the service advertised.

7. GO BEYOND LOOP THROUGH
News Style Headline : It emphasises on the quality,
performances, services, advantages of the product list this
types, words like „Now‟. „Atleast‟ etc. are added to the
headline.

8. 3. Advice Headline : It advices the customers to
purchase a product or avail of a service which will be
beneficial to them. e.g. “How to bake better cakes”.

9. Challenging Type of Headline : This type of headline
challenges the customer about the quality service, price,
performance etc. Such headlines emphasis on the
superiority of the advertisers product..

10. Selective Headline : A selective headline is directly
appealed to a selected group of customers. It may
be specially directed towards children, students,
housewives to be used by those selected customers.

11. Situation Headline : It puts the customer in a situation
and enquires whether the prefers to be in such a
situation. Such headlines supports the illustration.

12. Label Headline : A label headline announces not
only about the lable of the product but also the
selling points. Such headlines are „introducing type‟
or „warning type‟

13. THANKS
A LOT
CONCLUDED
By krishna .R