As Alejondro reads the copy for South Beach Hotel's upcoming magazine ad in Southern Living, he worries that no one will spend the time to read all the details of the facilities his resort has to offer. Wanting to have the greatest impact, Alejondro focuses his creative efforts on the

Question

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The headline is the most important part of an advertisement because it captures the reader's attention and encourages them to read the rest. Alejondro's focus on creating a compelling headline will be more effective in drawing people in than simply including a lot of details in the copy or body of the ad.

As Alejondro Reads the Copy for South Beach Hotel's Upcoming