Marketing Communications

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Marketing Communications
Advertising Techniques

HEADLINE: is the first written part of an advertisement, together with the illustration, it carries
the function of gaining the attention and interest of the reader – leading him into the body copy.
Characteristics of a good headline are:

1. They should be kept as short as possible


2. They should be written from the prospect’s viewpoint in terms of his own selfish interests


3. They should be so clear in meaning that the reader does not have to read the body copy in
   order to get the headline’s meanings.


4. They should be on a level with the reader’s range of experience.


5. They should be relevant to the product, the central copy theme and the illustration.

SUB-HEADLINE: consists of subordinate statement that serves to emphasize the viewpoint expressed
in the headline. It could be a short one or two line statement that emphasizes the product idea which
the headline projects and the body copy will expand upon.

BODY COPY: the body copy explains and develops the ideas presented in the headline. It is aimed at
waking up the prospect’s desire and convinces him of the basic worth of the product of service. Guidelines
for making a good body copy are:

1. The copy should be written to the average person in the advertising target which the
   advertiser is trying to reach.


2. The most important idea should come first in the copy. Product qualities should then be
   presented in terms of benefits from the most important to the least important.


3. “You” and “yours” should be used in the copy in place of “we” “our” and similar terms.


4. Copy should be written in language that the advertising target uses and understands.


5. Specific and full information should be provided, within space or time limitations.


6. Copy should not exaggerate, misrepresent or be untruthful. Prospects do not want
   questionable statements.


7. Key copy ideas should be repeated in various forms. Key points need to be emphasized;
   repetition is helpful in achieving its emphasis.


8. Some kind of buying action should be called for on the part of the prospect. It can be direct
   like – “Get yours at any supermarket nearest to you now” – or indirect like – “drink the
   best in soft drink”.