Introduction advertising unit Structure

 

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13.7.3 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. 
13.7.4 Classification of Headlines 
 
1. Benefits Headline :
Such headlines indicates the benefits of the 
product or the service advertised. 
2. 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. 
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”. 
4. 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.. 
5. 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.