Broadcast/Broadband Copywriting / Edition 8

Broadcast/Broadband Copywriting / Edition 8

by Peter B. Orlik
     
 

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ISBN-10: 0205674526

ISBN-13: 9780205674527

Pub. Date: 07/29/2009

Publisher: Pearson

Broadcast/Broadband Copywriting is the most widely used book for learning how to write all types of copy for the electronic media. This book addresses the fundamental rules and techniques common to electronic media scripting with a depth of coverage unmatched by other texts, but without assuming any prior media writing, production, or advertising experience

Overview

Broadcast/Broadband Copywriting is the most widely used book for learning how to write all types of copy for the electronic media. This book addresses the fundamental rules and techniques common to electronic media scripting with a depth of coverage unmatched by other texts, but without assuming any prior media writing, production, or advertising experience on the part of the reader.

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Product Details

ISBN-13:
9780205674527
Publisher:
Pearson
Publication date:
07/29/2009
Edition description:
New Edition
Pages:
496
Product dimensions:
7.00(w) x 9.00(h) x 0.90(d)

Table of Contents

Intro

I. COPYWRITING DIMENSIONS.

1. The Copywriting Marketplace.

Freelance.

Advertising Agency

Corporate In-House

Government/Institutional In-House

Outlet-Based

Other Employment Options.

Continuity–The Copywriter's Main Product.

Portfolio Creation.

2. Copywriting and the Communication Process.

Communication Fundamentals.

The Electronic Media Communication Process.

3. Tools of Our Trade.

Print Punctuation Versus Audio/Video Punctuation.

Tools to Read/Consult.

Tools to Pound On, Write with, Write On.

Time–The Tool That Rules.

Tooling Up.

4. Rational and Emotional Attractions.

Rational Attractions.

Emotional Attractions.

A Plan for Rational/Emotional Proportioning.

An Attractions Addendum.

5. Making Sense of Our Audience.

Audiences and Attitudes.

Progressive Motivation.

Psychographics.

Account Planning and Message Engagement

An Audience Sense Summation.

6. CDVP Factors.

Creation.

Definition.

Validation.

Prohibition (Regulatory).

Prohibition (Stylistic).

A CDVP Reassurance.

II. AUDIO COPYWRITING.

7. Key Elements of Audio Writing.

Standard Audio Format

Productional Terminology.

Using Sound Effects.

Using Music.

Using Silence.

The Audio Copywriter as Poet

Poetic Packaging.

Other Techniques for the Audio Poet

Audio's Essence.

8. Audio Commercials.

Commercial Data Block.

Generic Classification of Audio Commercials

Putting “PUNCH” in the Audio Spot

The Ten Audio Commandments

An Audio Assurance

9. Additional Audio Endeavors.

In-House Data Block.

IDs and Transitions.

Program Promos.

Outlet Promos.

Enhancers and Features.

On/Off-Air Listener Participations.

Interviews and Semiscripts.

Special Commercial Challenges.

III. VIDEO COPYWRITING.

10. Key Elements of Video Writing.

Video Conceptual Vehicles.

A Bubble about Animation.

Basic Video Production Methods

Video Productional Terminology

The Audio-Video Coalition.

Casting and Voice-Over Considerations

11. The Business of Television Commercials.

TV Commercial Data Block.

Show It, Use It–The D.D.Q.

Getting Recognized and Remembered.

Video DR, Infomercials, and Co-op.

Retail and Business-to-Business Pitches.

The Storyboard Presentation.

Avoiding the Storyboard.

12. Additional Video and Broadband Endeavors.

In-House Data Block.

Outlet IDs and Promos.

Television Program Promos on Radio

Television Program Promos on Video

Interviews and Semiscripts.

Specialized Venues

Online Applications.

The Joy of Visual Selling.

IV. CAMPAIGN COPYWRITING.

13. Public Service Assignments.

The PSA Defined.

The Three Hallmarks of Successful PSAs.

Building on Audience Wants.

PSA Format Conventions.

PSA Data Blocks.

Ten Public Service Postulates.

A Sample Campaign.

What's in It for the Copywriter.

Pitching for the Publics

14. Electronic Media Campaign Construction.

Isolating Brand Character.

Concept Engineering–Fashioning the Campaign Proposal.

Proposal-Related Activities and Implements.

Four Case Studies

The Campaign Dynamic.

15. Outro

Endnotes.

Index.

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