PART B – 5. Create a headline for an article about the SCC Advertising Program targeted to local graduating high school students.

a. Provide the headline

Unsure? Join the SCC Advertising Program. Register now before spots fill!

b. Provide an overview of the elements missing in the instructions required for this task.

One of the elements missing from the instructions for this task was that it didn’t include specifically what these high school students are interested in. There were missing elements to the instructions which would’ve allowed for me to develop more precise headlines which my audience would care about. I was provided limited information on the high school students whom I am targeting. For example, I may have a section of my audience who is not interested in post-secondary education. Whatever I use as a headline will not matter much because some of them are not interested.

c. Explain the headline you created, why, and any other reasons/justifications you need to provide to me for the headline you created. (6 Marks)

For this headline I created for the SCC Advertising Program, I mostly considered what my audience would like to see. Knowing that my audience was high school students who were about to graduate. I tried to tie a sense of urgency to my headline. At the end of my headline, I include “register now before it’s too late”. This brings a sense of urgency to my headline, which will prompt my audience to take a closer look at what is being offered. This works because knowing my audience, as high school students, they don’t want to miss out on anything which could help them. This is why including scarcity in my headline will encourage my audience to think deeper about the program. In the start of my headline, I ask a question which asks “unsure?”. I included this to try and engage with my audience and lure them in with the question. This question is effective because it asks the general question of how most high school students who are about to graduate feel. This way, I develop a more personal connection with my audience as they realize that I’m aware of how they are currently feeling.