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Cards In This Set
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The ___ in an advertisment is the leading sentence or sentences, usually at the top or bottom of the ad.
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Headline
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Attracts attention , communicates a key selling point, or achieves brand identification is characteristic of what
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A headline
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What are the following characteristics of Give news about the brandemphasize a brand claimgive advice to the readerselect prospectsstimulate the readers curiosityset a tone or establish emotionidentify the brand
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Headlines
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Guidelines for writing headlines
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Make the headline a major persuasive component of the adappeal to the readers self interestinject maximum informationlimit headlines to 5-8 wordsinclude the brand nameentice the reader to read the body copyentice the reader to examine the visual in the adnever changes typefacesuse simple common words
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A ___ consists of a few words or a short sentence and usually appears above or below a headline
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Subhead
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The ___ can stimulate reading of the entire ad
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Subhead
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What are the several standard techniques for preparing body copy
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Straight line copydialoguetestimonialnarrativedirect response copy
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The ___-___ ____ explains in straightforward terms why a reader will benefit from use of a brand
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Straight line copy
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Body copy that uses ____ delivers the selling points of a message to the audience through a character or characters in the ad
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Dialouge
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A ___ uses dialouge as if the spokesperson is having a one sided conversation with the reader
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Testimonial
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____ as a method for preparing body copy simply displays a series of statements about a brand
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Narrative
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___ ____ ____ is in many ways the least complex of copy techniques. The writer is trying to highlight the urgency of acting immediately
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Direct response copy
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The following are characteristics of what?Use the present tense whenever possibleuse singular nouns and verbsuse active verbsuse familiar words and phrasesvary the length of sentences and paragraphsinvolve the readerprovide support for the unbelievableavoid cliches
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Body copy
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The __ ___ is a fundamentally more user directed medium than print, television, or radio.
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Online computer
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Some writers consider ___ the ultimate forum for copywriting creativity
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Radio
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