BUS-3230 Lecture : Advertising-Chapter 6 Notes

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4 major areas of concern for the copywriter. Sub-headlines: sub-headlines a smaller headline that amplifies the main point of a headline, making it possible to keep the headline short; it also acts as a breaker between the headline and the body copy. Body copy: body copy the information or persuasive prose that elaborates on the central theme of the advertisement. Helps to create preference by providing information the consumer needs as a basis for making a purchase decision. More copy is needed in the informative stage of advertising than in the retentive stage, where short messages are used to remind consumers of product benefits. Signature: signature (tagline) the final copy element in a print advertisement. Can include a company or product logo and a brand or company slogan. Purpose of a signature is to: summarize the concept or central theme of the advertisement, position the product in the customer"s mind.

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