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— John Caples"Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in the headline."
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The advertiser's logotype at the bottom of the ad can be considered as part of the headline. After reading the headline, the reader instinctively looks down at the logotype to see the company name.
— John Caples
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It was reported that Anna Kournikova is coming out with her own brand of deodorant. Apparently, the ads show Kournikova holding up her deodorant and saying now only her tennis game stinks.
— Conan O'Brien
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