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Toyota's upscale division has long copied the playbook of BMW and Mercedes-Benz, then added reliability.
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These methods are based on the observation that maternal plasma contains a fraction of DNA (typically 5 15%) originating from the fetus, and such methodologies have already been used for the detection of whole-chromosome events (aneuploidies), and to a more limited extent for smaller (typically several megabases long) copy number variants (CNVs).
Still, before long, copies found their way into the vault.
I recently read an article entitled Who Killed Long Copy.
The good agencies and the good copywriters are still writing beautiful and engaging long copy.
Investment also plays a key role in helping to encourage the use of long copy.
Despite the lack of recognition (long copy ads do not win awards – at least not international ones) we need long copy to be able to give meaning and context.
David Ogilvy was the daddy of long copy; his Man in the Hathaway shirt and the Man from Schweppes is here are two of the most iconic long copy ads ever written.
Long copy has moved on with the industry, but the craft and skill involved remains the same.
But just because long copy is still used doesn't mean this once integral tool of the marketing arsenal is thriving.
If "you are advertising a product which has a great many different qualities to recommend it," Mr. Ogilvy wrote, "write long copy: the more you tell, the more you sell".
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com