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You have decided to use print media to advertise your product because the amount of information you ...

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You have decided to use print media to advertise your product because the amount of information you ...

You have decided to use print media to advertise your product because the amount of information you wish to communicate is large. In designing a print campaign, you have been advised to write a headline for the ad that is strong. What is it about the headline that is so important in a print ad campaign?

• The headline must offend the readers' sensibilities to attract them to read it.

• The headline must reinforce the picture and lead the person to read the copy.

• The headline must spark curiosity from the reader.

• The headline must appeal to the reader's sense of "wow."

• The headline must attract the reader's eyes.

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Marketing Management

Edition: 13^th

Authors: Kotler, Keller

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