January 2003      Vol. 12, No. 1  REAP HOME PAGE  A publication of the Center for Rural Affairs    
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Effective Ad Hot Words
The ten most frequently used words in effective ad headlines are: you, your, how, new, who, money, now, people, want, why.

Reasons to Advertise!
  • Introduce new department or new product line
  • Promote off-price items
  • Maintain market dominance
  • Recapture previous customers and change consumer attitudes
  • Expand target (by age, income, geography)
  • Establish image
  • Develop special event, create a spike
  • Teaser campaign
  • Build store brand awareness
  • Feature specialty departments
  • Develop seasonal campaign
  • Call attention to a private label
  • Use vendor/co-op accrual
 
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