as you write your copy be aware that each differrent medium where an ad is placed requires a differrent tone or style depending on where you're placing your ad the copy you use changes based on the audience who will see the ad. are you placing your ad in a local newspaper or on a billboard are you placing your ad in a women's magazine or in a news magazing? different media require different copy to most effectively persuade a particular audience to act. furthermore different types of marketing pieces require different types of copy. Remember there are many ways to use copy to promote your business