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Summary Paper of “Making the Pitch in Print Advertisement”



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    Allen Paul Distinguished Chair at Grossmann College and wrote this article, with help, to clarify the a copywriters’ job and their importance in attracting possible buyer’s attention and promoting What merits the product has to offer. Copywriters. Working either for agencies or as free-lancers, maintain a steady, challenging job year after year because advertisement will always be crucial. Copywriters share their love of words with writers but look at their job as a business task. Unlike writers, copywriters have to meet advertising functions and deadlines, plan and communicate with clients, and deal with tight format extractions.

    Many noted novelists and poets found themselves fail in the copВ»printing business as they were unable to do it effectively, On top of creating the headlines, Bobe adds that copywriters develop all types of advertisement: they are accountable for every word readers see. They create anything from posters to press releases to television and radio commercials. There are three major types of copy: headlines, body copy, and slogans. The headlines, usually in larger text or bold type and appear at the top, are the main line or lines in an ad.

    Bobe explains that the headlines are the most important part for two reasons: it plays as the come-on for readers to stop and read the ad. Bobe et al. Also emphasized a noted 80 percent of readers only read the headline, So the message that the headline encloses must be important (364). Copy. Witter choose from an assortment of headline types to perform the particular function needed. Bobe et al. List the options Of headlines which include news headlines, emotional headlines, benefit headlines, directive headlines, Offbeat and curiosity headlines, herringboning headlines, and slogan, able, or logo headlines (364-365).

    After creating an enticing headline, copywriters often couple it with a carefully selected graphic element. The powerful combinations usually complement each other, leaving readers with a strong message. Subheads are known as secondary headlines, as they direct the reader from the headline to the part of the ad which explains the product or service, known as the body copy. The significance of the body copy varies ad to ad, depending on how easy the product is to understand. Copywriters have to get the point across n the right number Of words; too many bore readers but too little causes readers to not understand.

    As with headlines, body copy has many different formats it can be written in, each serving a different purpose. The slogan is a catchy word or phrase that readers can remember that builds awareness to a company. Copywriters face numerous obstacles when creating ads. Producing excellent copy requires many techniques that copywriters perfect over time. Some of these include an avoidance of clicks, borrowed interest, and they have to be careful not to boast. In a small amount of space, they have to make the ad arsenal, simple, and relevant so readers can relate to it.

    Summary Paper of “Making the Pitch in Print Advertisement”. (2017, Jul 22). Retrieved from

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