DBB2105: Advertising and Sales Manipal University Jaipur (MUJ)

BACHELOR OF BUSINESS
ADMINISTRATION
SEMESTER 3

DBB2105
ADVERTISING AND SALES

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DBB2105: Advertising and Sales Manipal University Jaipur (MUJ)

Unit 4
Copywriting
Table of Contents

SL Fig No / Table / SAQ /

Topic Page No
No Graph Activity
1 Introduction - -
3
1.1 Objectives - -

2 Meaning and Definition of Copywriting - - 4

3 The Copywriter - 1 5

4 Copywriting for Print 1 2

6 - 10
4.1 Copywriting guidelines - -

5 Radio Copywriting - 3 11 -12

6 TV Copywriting - 4 13 - 15

7 Writing for the Web - 5

16 - 18
7.1 Copywriting guidelines - -

8 Summary - - 19

9 Glossary - - 19

10 Terminal Questions - - 19

11 Answers - - 20

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1. INTRODUCTION
In the previous unit, you learnt about advertising design. In this unit, you will learn about an
important aspect of communicating ideas through advertising, known as copywriting.

Advertising and sales promotion can take a variety of forms ranging from the mass media
like the press, radio, cinema and television to outdoor hoardings and point of purchase
material and packaging. Whenever a multi- media campaign is conceived, the question of co-
ordination of creative work in various media also assumes considerable importance. The
basic principle of evolving a purchase proposition and putting it across cogently and
effectively is applicable all through. The technological advances in the print media, and more
so in the case of cinema and television and audio-visual presentations, have helped in making
advertising messages more forceful. Due to this, a specialized form of communicating ideas,
called copywriting is gaining importance.

Copywriting is relevant not only to the press where modern advertising originated, but also
to other media since a beginning has to be made with written script. In this unit, we will learn
about copywriting, its significance and guidelines for copywriting.

1.1 Objectives:
After studying this unit, you should be able to:
❖ define copywriting
❖ describe the various copy elements of a print advertisement
❖ explain the characteristics and tools of radio advertising
❖ discuss the major elements of television commercials
❖ discuss how web advertising is written

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2. MEANING AND DEFINITION OF COPYWRITING

Copywriting is a specialized form of communicating ideas that are meant to serve the
requirements of modern marketing. It helps in establishing links between advertisers and
their prospects. It may also be used to promote the acceptance of an idea, as in the case of
non-commercial advertising.

Copywriting is the creative process of conceptualizing advertisements and marketing

devices such as events and other platforms promoting brands or services. Specifically, let us
look what ’copy’ is. Copy refers to written material on a website or email or in any other form
of publishing, such as magazines, advertising, books, etc. In this usage, copy is simply what
is used to differentiate the words from photographs, or other elements of layout and design.

The very purpose of copywriting is to persuade the reader to act, to persuade the listener to
buy a product or service, to persuade the viewer to call for more information, to persuade
individuals to subscribe to a newsletter or to download a document. It is also to persuade
others to adopt a certain viewpoint, or even to oppose a particular viewpoint.

Copywriting is a core component of all advertising, promotion, publicity, public relations and
marketing. It utilizes words to convey messages having commercial, informative or
persuasive value through various media and its success is indicated by the audience’s
acceptance of the idea or claims made for goods or services. The results come from the right
choice of words used to convey benefits of the product or service being advertized.

Copywriting refers to the words used in advertisements, TV commercials and brochures.

Whenever a business promotes itself (through a press release, a leaflet or a newsletter), it
needs a copywriter. This is the reason why copywriting is everywhere–on big posters, local
newspaper advertisement and every slogan. And when you put a postcard in a newsagent's
window to sell your old hi-fi system, you are using copywriting again.

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3. THE COPYWRITER
A person who shapes and sculpts the words in an advertisement is called a copywriter. Copy
is the text of an advertisement or the words that people say in a commercial. In most
agencies, copywriters work in a team with art directors who design the way the
advertisement should look. Creative directors manage the creative process and oversee the
work of the copywriter/art director team.

Advertising copywriters usually work in a creative partnership with an art director to

conceive, develop and produce effective advertisements. The art director deals mainly with
the visual images; the copywriter provides the verbal or written aspect.

A successful advertising copywriter is a savvy marketer and a literary master, sometimes

described as a ‘killer poet’. Copywriters love words and they search for the clever twist, the
pun, the powerful description, the punch, the nuance-for words that whip, plead, sob, cajole
and impress. They know meaning and derivations, as well as the mood and feelings of words
and the reverberations and vibrations they create in a reader’s mind.

In addition to having an ear for the right or clever phrase, they listen to how people talk and
identify the tone of voice that best fits the target audience and advertising need.

Versatility is a common trait among copywriters. Copywriters do not generally have a style
of their own because the style they use has to match the message and the product.

Self-Assessment Questions - 1

1. Copy is simply what is used to differentiate the words from______________.

2. Copywriting is the creative process of______________ advertisements and marketing
devices.
3. Copy is the________________ of an advertisement or the words that people say in a
commercial.
4. Copywriters works in a team with_________________ who design the way the
advertisement should look.
5. ____________________ is a common trait among copywriters.

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4. COPYWRITING FOR PRINT

Two main aspects of copywriting for print are
1) a copy sheet and
2) the layout.

1) Copy sheet includes display copy and body copy.

Display copy includes all elements that readers see in their initial scanning. These
elements are headlines, subheads, call outs, taglines and slogans. These are usually set
in larger font size than body copy and are designed to get attention.
Body copy includes the elements that are designed to be read and absorbed, such as the
text of the advertisement message and captions.
2) A layout is a plan that imposes order and at the same time creates an arrangement that
is aesthetically pleasing. The verb layout means the process of arranging elements.

Let us now see the major copy elements.

a) Headlines
The headline is a key element in print advertising. It conveys the main message so that
people get the point of the advertisement. It is important for another reason. People
who scan the news may read nothing more, so advertisers wish to at least register a
point with the consumer. The point has to be clear from the headline or the
combination of headline and visual. Research estimates that only 20 percent of those
who read the headline go on to read the body copy.

Because headlines are so important, some general principles guide their development
and explain the particular functions they serve:

• A good headline attracts only those who are prospects–it is not required to attract
people who are not in the market. In other words, use the headline to tightly target
the right audience.
• The headline must work in combination with the visual to stop and grab the
reader’s attention.
• The headline must also identify the product and brand, and start the sale. The
selling premise should be evident in the headline. If you have a strong sales point,
lead with it and keep the headline single focused.

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• The headline should lead readers into the body copy. For readers to move to the
body copy, they have to stop scanning and start concentrating.

Example: The figure 4.1 below shows the advertisement of ‘Rolls Royce’ company.

Fig. 4.1: Advertisement of Rolls Royce

www.bradleygauthier.com/blog/david-ogilvy-headline-copywriting

David Ogilvy's Roll Royce advertisement shows copywriters that the best ideas are often
found in the product itself.

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Categories:

Headlines can be grouped into two general categories-direct and indirect action. Direct
headlines are straightforward and informative, such as when “POND’S” uses the headline
“Skin-softening cream”, it identifies the product category and links the brand with the
benefit. Direct headlines are highly targeted, but they may fail to lead the reader into the
message if they are not captivating enough.

Types of direct-action headlines:

• Assertion: An assertion is a headline that states a claim or a promise that will motivate
someone to try the product.
• Command: A command headline politely tells the reader to do something.
• ‘How-to’ heads: People are rewarded for investigating a product when the message
tells them how to use it or how to solve a problem.
• News announcements: News headlines are used with new product introductions but
also with changes, reformulations, new styles and new uses. The news value is thought
to get attention and motivate people to try the product.

Indirect headlines are not as selective and may not provide as much information, but may be
better at drawing the reader into the message.

Types of indirect action headlines:

• Puzzles: Used strictly for their curiosity and provocative power. Puzzling statements,
ambiguity and questions require the reader to examine the body copy to get the answer
or explanation. The intention is to pull readers into the body copy.
• Associations: These headlines use image and lifestyle to get attention and build
interest.

b) Captions

Next to the headline, captions have the second highest readership. In addition to their
pulling power, captions also serve an information function. Visuals do not always say
the same thing to every person; for that reason, most visuals can benefit from

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explanation. Captions often explain what is happening in photos, because people may
find visuals confusing. Captions also have high readership.

c) Sub head

In addition to headlines, copywriters also craft the subheads that continue to lure the
reader into the body copy. Sometimes important facts may have to be conveyed to the
reader and it may require more space than what should be ideally used for the headline.
In order to give the prominence to such formation it can be put in smaller type than the
headline, known as a subhead. All advertisements do not require subheads.

Subheads are usually larger and set in different type (bold or italic) than the body copy.
Subheads are also used to break up a mass of ’gray’ type (or type that tends to blur
together when one glances at it) in a large block of copy.

d) Taglines

Taglines are short catchy phrases and particularly memorable phrases used at the end
of an advertisement to complete or wrap up the idea.

e) Slogans and logotypes

A slogan may refer for instance, to the age of the advertiser’s firm, meant for inclusion
in every advertisement. A symbol of the company name, seal or trademark is called
logotype and is a typical feature of most advertisements. A logotype is an important aid
in quick recognition of an advertisement and in creating familiarity for the audience.

f) Body copy

The body copy is the text of the advertisement. It contains details regarding the
functions of the product, service and its benefits. It develops the sales message, states
the argument, summarizes the proof and provides explanation. It is the persuasive
heart of the message.

The body copy can be short or long depending on how much there is to say about the
product. ‘Ogilvy’ (now a popular advertising company) wrote 719 words for his first
Rolls Royce advertisement and on getting the feedback from the audience increased it
to 1400 words in the next advertisement. (See Fig 4.1 above)
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Let us now see some copywriting guidelines.

4.1 Copywriting guidelines

• Avoid dense copy. Sections with many words and very little white space are visually
uninviting. Chop dense copy up into smaller sections.

• The introduction of your message should be a short sentence: One or two lines at most.

• Keep most of your paragraphs short, including one, two and three-line paragraphs.

• Consider some one-line paragraphs that directly engage the reader’s attention, such as
“Have you ever had that problem?” Or, “What would happen if you tried this?”

• Your copy should be presented in a way that a reader can scan your email or sales page
and still get the message. This is accomplished by subheadings, underlines, boldface
type and italics. Of course, effective use of hyperlinks also emphasizes certain text.

• ‘Effective use’ of hyperlinks needs to be carefully considered, as it can direct readers

away from your sales message. On the other hand, adding hyperlinks that lead to a
shopping cart or sales page can result in increased response.

• Use of bullet points and indenting is another way to break up the presentation of copy,
add more white space and feature important points.

Self-Assessment Questions - 2

6. A print advertisement is created in two parts: a copy sheet and ______________.

7. Headlines can be grouped into two general categories ________________.
8. Direct headlines are straight forward and informative. (True or False)

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5. RADIO COPYWRITING
Advertisements that are broadcast on either radio or television are usually 15, 30 or 60
seconds in length. This means advertisements must be simple enough for the consumers to
grasp, preventing viewers from switching that station.

The tools of radio copywriting

In radio advertising, the tools are the audio elements that the copywriter uses to craft a
commercial, which are voice, music and sound effects. Audio producers can manipulate these
tools to create a variety of effects.

Voice: Voice is the most important element in radio advertising. Voices are heard in jingles,
spoken dialogues and announcements. Dialogues use character voices to convey an image of
the speaker, who could be of any age, gender, culture or ethnicity. The absence of the pictures
demands that the voices the copywriter help listeners to ’see’ the characters in the
commercials. The copywriter understands that we imagine people and what they are like is
based on their voices.

Music: Music is an important radio advertising element because it lets consumers sing the
selling message. Anything that consumers can sing along with, makes them remember the
message more easily. For that reason, radio copywriters are often very good at writing
jingles. They understand the interplay of catchy phrases and ‘hummable’ music that creates
little songs that stick in our minds. They may work with a composer who writes the music,
but the words in the songs are the responsibility of the copywriter.

Music can also be used behind the dialogue to create mood and establish the setting. Any
mood, from that of a circus that of a candle-lit dinner can be conveyed through music. Similar
to movie scriptwriters, radio copywriters have a sense of the imagery of music and the role
it plays in creating dramatic effects.

Sound effects: The sound of seagulls and the crash of waves, the clicking of typewriter keys
and the cheers of fans at a stadium, all create images in our minds and cue the setting, as well
as the actions. Sound effects can be original, but more often they are taken from the sound
effect libraries. As with anything else, restraint is a good rule with sound effects. Use only
those you need unless the genuine purpose is to bombard the listener with sounds.

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Characteristics of radio advertising

1. Personal: Radio advertising has an advantage over the print-the ability to use the
human voice. The copy for radio advertisements should use conversational language-
as if someone is ’talking with’ the consumer rather than ’selling to’ the consumer.

2. Interest based: Radio allows for specialized programming to target markets. There are
shows on health, pet, finance, politics, etc., whatever people are interested in.
Copywriters should design commercials to speak to the audiences’ interest with the use
of appropriate tone of voice.

3. Inattention: Most people who are listening to the radio are doing something else at the
same time. Commercials must be designed to break through the inattentiveness and
capture attention in the first three seconds with sound effects, music, question,
commands or something unexpected.

4. Retention: To help the listener remember what you are selling, commercial copy
should mention the name of the product emphatically and repeat it.

5. Call to action: The last thing listeners hear is what they tend to remember, so
copywriters make sure that it is the product that is highlighted in the end. They phrase
the big idea in a way that serves as a call of action and reminds listeners of the brand
name at the close of the commercial.

6. Ephemeral: A radio message is here one moment and gone the next. You cannot tune
in to the middle of an advertisement and then go back to the headline as you can with
print. You cannot read a radio message. That is why copywriters repeat the key points
of brand name and identification information, such as phone number or web address.

Self-Assessment Questions - 3

9. Voice is probably the most important element in radio advertising. (True or False)
10. Music can also be used behind the dialogue to create mood and establish the setting.
(True or False)

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6. TV COPYWRITING
Television is unlike radio or print in many ways, mostly because it is a medium of moving
images. One of the strengths of television is its ability to reinforce verbal messages with
visuals or reinforce visuals with verbal messages. As Ogilvy’s Peter Hochstein explains, “the
idea behind a television commercial is unique in advertising. The TV commercial consists of
pictures that move to impart facts or evoke emotion and selling words that are not read but
heard. The perfect combination of sight and sound can be an extremely potent selling tool.”

The point of audio-visual fusion is that words and pictures must work together or else
commercials will show one thing and say something else. Researchers have found that
people have trouble listening to and watching television commercials at the same time
unless the audio and visual messages work together to develop the point. People process
television information by rapidly switching back and forth between the visuals and the
words. The process works more easily when the words and visuals reinforce one another.

Characteristics of television copy

It is the moving image, the action that makes television so much more mesmerizing than
print. Storytelling is one way that copywriters can present action in a television commercial
more powerfully than in other media. Television’s ability to touch our emotions and to show
us things or demonstrate how they look and work, make television advertising highly
persuasive. Following are the characteristics of television advertisements:

1. Action: While watching television you are watching a walking, talking, moving world
that gives the illusion of three-dimensional environment.
2. Demonstration: TV advertisements are most often based on the principle ‘Seeing is
believing’. Believability and credibility which are the essence of persuasion are high
because we believe what we see with our own eyes.
3. Storytelling: Most of the programming on television is narrative; so commercials use
storytelling to take advantage of the medium’s strengths.
4. Emotions: The ability to touch the feelings of the viewer makes television commercials
entertaining, diverting, amusing and absorbing. Real life situations with all their
humor, anger, fear, pride, jealousy and love come alive on the screen. Humor, in
particular, works well on television.

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The tools of television copywriting

Television copywriters have two primary tools: audio and video. Both-words and pictures
are designed to create exactly the right impact.

Video: Usually when we watch commercials, we are more aware of what we are seeing than
anything else. So, the creative team makes sure the visuals deliver the big idea. Copywriters
must keep in mind that visuals and motion,

the silent speech of film, should convey as much of the message as possible. Likewise, the
emotion, which is the effect created by the storytelling, is expressed convincingly in facial
expressions, gestures and other body languages.

Because television is theatrical, many of the copywriters’ tools, such as characters, costumes,
set and locations, props, lighting, optical and computerized special effects and on-screen
graphics are similar to those which would be used in a play, television show or movie.
Because of the number of audio and video elements, a television commercial is the most
complex of all advertising forms.

Audio: The three audio elements of televisions, as in radio, are music, voices and sound
effects but they are used differently in television commercials because they are connected to
a visual image. The copywriter, for example, may have an announcer speak directly to the
viewers or engage in a dialogue with another person, who may or may not be on camera. The
copywriter has to block out on paper how this ’talk’ happens, as well as write the words the
characters will need to say.

Music is also important in most commercials. Sometimes it is used in the back-ground, other
times a song or music is the focus of the commercial.

Other TV tools:

The audio and video tools must be put into the right setting and surrounded by appropriate
props. The right talent must be chosen, and appropriate lighting and placing are critical. The
creative tools examined next are the setting, casting, costumes, props and lighting-all of
which the copywriter must describe in the script.

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The setting or set, is where the action takes place. It can be something in the studio, from a
simple tabletop to a constructed set that represents a storefront. Commercial shot outside
the studio is said to be filmed on location, which means the entire crew and cast are
transported somewhere away from the studio. The location conveys the physical details of a
setting in terms of what the setting adds to the advertisement’s message.

A television has all the ingredients of a play. For many commercials, the most important
element is the people who are called talent. Finding the right person for each role is called
casting. People can be cast as:

• Announcer (either onstage or offstage), presenter, introducer

• Spokespersons
• Character type (old women, baby, police officer, etc.)
• Celebrities

Thus, the copywriter for TV advertisements considers video, audio and other tools in
effectively communicating the message.

Self-Assessment Questions - 4

11. Audio and video are the two major tools of TV copywriting. (True or False)
12. A television has all the ingredients of a play. (True or False)

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7. WRITING FOR THE WEB

As we all know, the last two decades or so have brought a new frontier for advertising–the
Web. The new medium is more interactive than any other mass medium; not only does the
viewer initiate the contact, but viewers can send an e-mail on many if not most web sites.
This makes web advertising more like two-way communication, and that is one of its primary
strengths and a major point of difference from other advertising forms.

So, the Web copywriters are challenged not only to attract people to the site, but also to
manage a dialogue-based communication experience. Web advertisers have to listen and
respond as well as target messages to the audience at large.

Another major challenge for web advertisers is to understand the user’s situation and design
messages that fit the user’s need. That means web copywriters have to be able to write
everything from catchy phrases for banners to copy that works like traditional
advertisement or brochures or catalogues. And, all the time they have to remember that one
of the strengths of web communication is that web users write back.

Tricks used in web copywriting, particularly for banners and web advertisements:
Banners:

The most common form of online advertising, banner advertisements are usually small box
advertisements containing text, images and perhaps animation. Banners in this extremely
small format have to be created to stand out amidst the clutter on a typical web page and
similar to outdoor advertising, they have to grab the surfer’s attention with a few words. The
key to stopping surfers is vivid graphics and clever phrases.

The copywriter must think about:

1. Offering a deal that promises a discount.

2. Using an involvement device such as challenge or contest.
3. Changing the offer frequently, perhaps even daily. One of the reasons people surf the
net is to find out what is happening now. Good advertisements exploit ‘newness’ and
‘newsiness’.
4. Keeping the writing succinct because most surfers have short attention span and get
bored easily.

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5. Focusing surfer’s attention by offering provocative questions or offering knowledge

they can use.
6. Finding ways to use the advertisement to solicit information and opinion from users as
a part of their research.

Banner should be entertaining in order to attract attention. Their creators do this by using
multimedia effects such as animation and sound, interactivity, emotional appeals, color and
proactive headline.

A study of the most effective banner advertisements found that although they satisfy the
need for entertainment, information and context, they seldom provide economic appeals. In
other words, most banners were deficient in offering promotional incentive, such as prizes
or gift for clicking through to the sponsor’s web site.

Web advertisements:

Similar to traditional advertising, web advertisements are designed to create awareness and
interest in a product and build a brand image. Their effectiveness is compounded by the
problem that they have to be accessed from somewhere else, like a banner advertisement or
an advertisement in magazine.

Other web formats:

Marketers are experimenting with new forms of web advertising such as games, pop–up
windows, daughter windows and side frames. For example, Procter & Gamble site supports
the scope ‘send-a-kiss’ campaign, where one can send an electronic kiss to the special people
in their life. The site is customized for special holidays such as Valentine’s Day and Mother’s
Day. P&G has found that, of those who visit the site, 20 percent actually send e- mail kiss to
their mom on Mother’s Day.

Ultimately, now marketers want web advertisements that are totally interactive, and an
Internet approach that uses broadcast media as a model may be the right solution.

The creative team comes up with the ideas for such web formats, and it is up to the
copywriters to put the idea in words and explain how the user’s experience with this web
site will work.

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7.1 Tips for writing good web content

Following are the tips for writing good web content:
1. Write relevant content
2. Put conclusions at the beginning
Think of an inverted pyramid when you write. Get to the point in the first paragraph
and then expand upon it.
3. Write only one idea per paragraph
Web pages need to be concise and to-the-point. Use action words.
4. Use lists instead of paragraphs
Lists are easier to scan than paragraphs, especially if you keep them short.
5. Limit list items to 7 words
Studies have shown that people can only reliably remember 7-10 things at a time. By
keeping your list items short, it helps your readers remember them.
6. Write short sentences
Sentences should be as concise as you can make them. Use only the words you need to
get the essential information across.
7. Include internal sub-headings
Sub-headings make the text more scannable. Your readers will move to the section of
the document that is most useful for them. Internal cues make it easier for them to do
this.
8. Make your links part of the copy
Links are another method web readers scan pages. They stand out from normal text
and provide more cues as to what the page is about.
9. Proof-read your work
Typos and spelling errors will send people away from your pages. Make sure you
proofread everything you post to the Web.

Self-Assessment Questions - 5

13. ______________ are usually small box advertisements containing text, images and
perhaps animation in Internet websites.
14. Web is designed to create awareness and interest in a product and build a brand
image. (True / False)

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8. SUMMARY
Let us now summarize the key points in this unit:
• Words and pictures work together to shape a creative concept. However, it is the clever
phrases and magic words crafted by copywriters that make ideas understandable and
memorable.
• Copywriters who have an ear for language match the tone of the writing to the target
audience. Good copywriting is succinct and single-minded.
• The key elements of print advertisements include the headlines and body copy.
Headlines target the prospect, draw the reader’s attention, identify the product, start
the sale and lure the reader into the body copy.
• Radio commercials are personal and play to consumer’s interests. However, radio is
primarily the background medium. The three audio tools are voice, music and sound
effects.
• TV commercials include audio and video tools. TV commercials can be characterized as
using action, emotion and demonstration to create messages that are intriguing as well
as intrusive.
• Web advertising is interactive and brings involvement. Web advertising has primarily
focused on banners, although advertisers are using new forms that look like magazine
or television advertisements.

9. GLOSSARY
Brand: a particular kind of something or make of it
Ephemeral: lasting only for a short time

10. TERMINAL QUESTIONS

1. Explain the word copywriting with definition. Also write in detail the copywriting
guidelines.
2. What are the major characteristics of radio advertisements?
3. List out functions that headlines serve.
4. Explain the features and tools of TV copywriting.
5. What are the different strategies adopted by copywriters for grabbing the surfer’s
attention? Also, explain the tips for good web writing.

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11. ANSWERS
Self-Assessment Answers
1. Photograph
2. Conceptualizing
3. Text
4. Art directors
5. Versatility
6. The layout
7. Direct and indirect action
8. True
9. True
10. True
11. True
12. True
13. Banner advertisements
14. True

Terminal Questions

1. Copywriting is the words used in advertisements, TV commercials and brochures. Refer

section 2.
2. The characteristics of radio advertisements are personal, inattention, interest based,
retention and call-to-action. Refer section 5.
3. The headline is a key element in print advertising. It conveys the main message so that
people get the point of the advertisement. Refer section 4.
4. Following are the characteristics of television advertisements – action, demonstration,
storytelling and emotions. Refer section 6.
5. Following are the tips for writing good web content: write relevant content, put
conclusions at the beginning, write only one idea per paragraph, use lists instead of
paragraphs and limit list items to 7 words. Refer section 7 for more details.

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References:

• Wells Burnett Moriarty, 6th edition, 2004. Advertising Principles and Practice, Pearson
Education.
• Duncan Tom, 2nd edition, 2006. Principles of advertising & IMC, Tata Mc Graw Hill.
• Peter Hochstein, “Ten rules for making better radio commercials,” Ogilvy & Mather’s
Viewpoint (1981).
• Burnett John and Moriarty Sandra, “Marketing Communication: An integrated
approach”, Prentice Hall, 1998.

E-Reference:

• www.businessdictionary.com
• www.internetmarketingdefitions.com/copywriting.
• www.bradleygauthier.com/blog/david-ogilvy-headline-copywriting

Unit 4: Copywriting 21