Elements of an Effective Advertisement

1. Elements of an Effective Advertisement

2. The Headline is the most read part of an advertisement. • Advertisers try to tell maximum part of the product story through the headline. • Tries to attract the attention of the reader. 1. The Headline

3. Not always used in ads • When the advertiser wants to say a lot at the beginning but the headline cannot do the job, then the subheading is used. • The subheading usually spells out or elaborates the promise made in the headline or it stresses on the product’s unique features. 2. The sub-headline

4. A Slogan is a shortand catchy phrase that gets the attention of the audience, is easy to remember and comes off the tongue easily. 3. The Slogan

5. The body copy elaborates upon the headline and provides supporting proof. • When the headline poses a question, the subheading answers it. • Proofs about quality, performance, durability, etc. are provided through arguments, proofs by experts, testimonials by users or through demonstrations in the body copy. 4. Body Copy

6. This is the combination of the visuals used in the advertisement and how it is put together. • Pictures communicate ideas quickly and easily, leaving no chance of misinterpretation. • Visuals attract! 5. Visualization/Layout

7. Encourages the consumer to get out there and buy the product. (e.g. limited time offer) • Could be a website information to persuade the consumer to visit. • Could be a trademark - any word, symbol or device or any combination there of adopted and used by a manufacturer or merchant to identify his goods and distinguish them from those manufactured or sold by others in the market. 6. Call to Action