1. Direct Promise Advertisement Headline:
Pond’s Special Baby Powder headline promises you ‘to take good care of your baby.’ Such advertisements indicate the benefits of the product or service in a direct manner.
2. News Advertisement Headline:
It may include new promises, product improvements, price reductions, premium offers etc. Parle’s Monaco was again made available in a big pack. So the headline announces ‘The Big Monaco pack is back.’
3. Curiosity or Provocative Advertisement Headline:
There’s a rich, gooey chocolate cake hidden in the picture. Can you spot it?
This headline is so curious that we see what is it all about. There is only a cup of tea.
There is no chocolate. We feel compelled to discover what is hidden in the copy.
The copy begins by saying: It (chocolate cake) is tucked away in the cup of tea. Or more precisely, in the sugar. If you drink five to six cups of tea or coffee a day, each with 2 teaspoons of sugar, you are consuming about 2200 calories a week of sugar alone. Which is equivalent of half a kilo of rich chocolate cake.
4. Selective Advertisement Headline:
This headline holds a specific promise for a special group. Childcare products are for mothers. The headline identifies this group. ‘The natural choice for mothers who care … Childcare.’
5. Humorous Advertisement Headlines:
Though practiced with caution, sometimes it really works wonders. Humor, however, is a suspect element in advertising. In fact, people do not buy from clowns. But it is also true that humor makes the advertisement noticeable. But it should not be the.-man-slips on-banana-peel type humor.
6. Command Advertisement Headline:
It also promises a benefit. It is advisory in character. VIP’s Feelings cotton panties have the commanding headline: Say Hello with Feelings. It is a great new You. You will appreciate that it is a command but with a promise.
7. Situation Headline:
It is based on a peculiar situation like an impending war, flood, earthquake, epidemic etc.
Some products like a TV set can be headlined as a label. Here there is a strong need for the product and so no other appeal is called for.
9. Challenging Headlines:
Mostly a provocative question, its mental compulsive.
10. Negative Headlines:
Not very much forward, but are used occasionally to direct to the right product. The Afternoon Dispatch Headline is negative.
‘Don’t Waste Your Money Advertising in the Afternoon ‘Dispatch. Advertise in the AFTERNOON’S WOMAN’S EXTRA EVERY THURSDAY.’
This is a suitable medium for home-use or woman-oriented products.
11. Affirmative Headline:
The message is not very assertive. But it is not denied either. We thus say about Complan: ‘Growing Children Need Complan.’
12. Headlines could be poetic, prosaic, matter of fact or musical.
People are interested by news. Words like new, introducing, announcing, now, at last, etc. indicate something newsworthy. (“Now program your VCR by simply speaking to the revolutionary VCR VOICE programmer”)
When related to a benefit or the reader’s concerns, the question headline is a powerful attention grabber. (“How do I know which mutual fund is right for me?”)