Dictionary of Marketing Terms: subhead
subhead
line of copy that is secondary in importance to the headline of an advertisement, but that adds a new idea or expands the theme presented by the headline to further encourage reader interest. Subheads may appear above or below the headline or within the text of the advertisement. Generally, they are set in smaller type than the headline but in larger type than the body text; however, they may also be in boldface type or in different color ink than the body text, so that they stand out.
