Headlines and slogans

Headlines and slogans

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Advertising (MKT 253)

Unit 5: Advertisement Construction

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

• Explain the scope and key elements of headlines and slogans.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• Headline and its functions
• Types of headline
• Sub-headlines
• Slogans andits functions
• Attributes of a good slogan

Detailed Microsyllabus

1. Headlines

   1. Explain attention, selection and message-summary functions.
   2. Compare headline forms using suitable examples.
   3. Write and assess headlines for relevance and credibility.

2. Subheadlines and slogans

   1. Connect subheadlines with explanation and reading flow.
   2. Distinguish a campaign headline from a continuing slogan.
   3. Explain recall and brand-identification functions.

3. Quality criteria

   1. Assess brevity, distinctiveness and comprehension.
   2. Check consistency with brand benefits and supported claims.
   3. Revise weak lines for the defined audience.

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Curriculum reference: Tribhuvan University, Faculty of Management, revised four-year BBS curriculum, PDF pages 106–108.

Source note: The curriculum scope above is retained from the existing TU syllabus breakdown. The numbered study subtopics are editorial elaborations for teaching and study, rather than a separately issued TU syllabus. Unit or component allocations apply at their stated level; no separate topic hours or marks are assigned here. Examples involving current laws, rates, institutional products or Nepalese status must identify the relevant period and official materials; no changing numerical or legal requirements are invented here.