The document discusses various aspects of copy writing in advertising such as the key features, strategies, elements, layout process, guidelines for different media, and measuring effectiveness. Some of the main points covered are that copy writing aims to communicate ideas to consumers and build relationships, it should be brief, easy to understand, and repetitive to remain in the consumer's mind. The strategies involve understanding marketing goals, writing process, and creative thinking. Elements include headlines, subheadings, body text, price, contact details, and slogans.