Advertising copy has a very important role to play in conveying to the consumer what the advertiser wants to convey in an effective manner. To do this, the copywriter has to obtain information about the product, the marketing objectives of the firm, competition and other conditions existing in the market, etc. Copy strategy rests on determining the objectives to be achieved. The headline, subhead, body copy, captions, slogans, blurb boxes and panels are the various constituents of copy and each is given prominence in accordance with the advertising objective and the characteristics of the target audience.