Broadcast/Cable Copywriting / Edition 6

Broadcast/Cable Copywriting / Edition 6

by Peter B. Orlik
     
 

ISBN-10: 020527143X

ISBN-13: 9780205271436

Pub. Date: 07/02/1997

Publisher: Allyn & Bacon, Inc.

Broadcast/Cable Copywriting is the most widely used text for learning how to write all types of copy for the electronic media. This text addresses the basic rules and techniques common to broadcast writing with a depth of coverage unmatched by its competitors, but without assuming any prior media writing, production, or advertising experience on the part of the…  See more details below

Overview

Broadcast/Cable Copywriting is the most widely used text for learning how to write all types of copy for the electronic media. This text addresses the basic rules and techniques common to broadcast writing with a depth of coverage unmatched by its competitors, but without assuming any prior media writing, production, or advertising experience on the part of the reader. The 7th Edition constructs an expansive communication context for copywriting: from basic station IDs and liners to cross-media campaign creation. Along the way, Broadcast/Cable Copywriting introduces students to hundreds of current and classic examples of effective copywriting, including scripts, storyboards, and photoboards.

New and Notable Features

  • Deals with copywriting for radio and television (RTV) exclusively while covering the subject in great depth and breadth so that both working professionals and RTV students can use it as a "state of the discipline" guidebook to effective electronic media copy principles, format, and procedures.
  • Begins with an orienting chapter that reveals copywriter work situations and concludes with a campaign creation chapter that pulls together the key techniques introduced throughout the book.
  • Includes more than 250 message examples, many of which are new to this edition, providing students with exposure to cutting edge creativity.
  • Intersperses discussions of Internet writing throughout the text, illustrating the interconnectedness of electronic media writing for the student.
  • Includes updated content and referenced insights from top industry practitioners around the world,provides students with a broad range of examples.

Read More

Product Details

ISBN-13:
9780205271436
Publisher:
Allyn & Bacon, Inc.
Publication date:
07/02/1997
Edition description:
Older Edition
Pages:
492
Product dimensions:
6.99(w) x 9.22(h) x 0.77(d)

Table of Contents

Preface
Pt. ICopywriting Dimensions
Ch. 1The Copywriting Marketplace1
Ch. 2Copywriting and the Communication Process16
Ch. 3Tools of Our Trade28
Ch. 4Rational and Emotional Attractions56
Ch. 5Making Sense of Our Audience93
Ch. 6CDVP Factors118
Pt. IIRadio Copywriting
Ch. 7Key Elements of Radio Writing167
Ch. 8Radio Commercials201
Ch. 9Additional Audio Endeavors249
Pt. IIITelevision Copywriting
Ch. 10Key Elements of Television Writing287
Ch. 11The Business of Television Commercials334
Ch. 12Additional Video Endeavors374
Pt. IVCampaign Copywriting
Ch. 13Public Service Assignments418
Ch. 14Electronic Media Campaign Construction451
Endnotes495
Index508

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >