Discussion
The most important element of an ad's copy is
Answer: C
The key takes the message as the most important element of an advertisement's copy: the copy exists to put across what the advertiser has to say. The competitive edge and the buyer benefit are parts of what the message contains, and the headline is the part that attracts attention to the message, so each is part of the whole copy. This item is a matter of textbook emphasis and I could not confirm it from a source, so the explanation follows the key, option C.
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