1. Headlines  The most important element in every advertisement.  Should quickly inform the prospect of the underlying thought behind the advertisement in an effort to get them to read the ad.

2. Purpose of Headlines n Attract attention to the advertisement through what it says and how it works. n Selects an audience of logical prospects and singles out potential prospects from the readers

3. Four Types of Headlines n Label headline n Informative headline n Provocative headline n Selective headline

4. Label Headlines- when to use n Merchandise has general acceptance with public due to previous advertising n Articles that have immediate demand

5. Informative Headlines n Informs reader about the main fact or idea. n Attracts attention of readers and includes a major selling point.

6. Provocative Headlines n Provokes readers curiosity in order to get them to read the text n Hints at the content of the text.

7. Selective Advertisement n Names the people to whom an ad is addressed. This headline selects from many readers, potential prospects. n When to use? When the merchandise holds a particular appeal primarily for a specific use.

8. Headlines According to Grammar Form n Declarative headlines n Imperative n Exclamatory n Interrogatory

9. Essentials to an Effective Headline n Informative n Specific n Interesting n Active n Concise n Original n Appropriate