Cohesion. Each element of the execution – the headline, picture, caption, body copy and coupon – should lead to each other rather than to the outside of the ad. In onâ•‚line work this applies equally...

Cohesion. Each element of the execution – the headline, picture, caption, body copy and coupon – should lead to each other rather than to the outside of the ad. In onâ•‚line work this applies equally to elements with, for example, a Web page and the way that the navigation of a site is designed.