Broadcast/Cable Copywriting / Edition 6

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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.
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Editorial Reviews

Booknews
Introduces the special requirements and pitfalls of creating continuity, commercials, and off-air presentations, for students and professionals. Part I examines the copywriting marketplace, tools of the trade, audience, and regulatory and stylistic constraints. Part II probes radio's key elements, commercials, and additional endeavors, and Part III explores television. Part IV delves into the interlocking process of campaign construction, first for the conventional radio/television campaign, and then for the more specialized creation of public service appeals. Includes b&w photos. This sixth edition incorporates recent examples. An instructor's manual with suggested exercises is available at no extra charge. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9780205271436
  • Publisher: Allyn & Bacon, Inc.
  • Publication date: 7/2/1997
  • Edition description: Older Edition
  • Edition number: 6
  • Pages: 492
  • Product dimensions: 6.99 (w) x 9.22 (h) x 0.77 (d)

Table of Contents

Preface
Pt. I Copywriting Dimensions
Ch. 1 The Copywriting Marketplace 1
Ch. 2 Copywriting and the Communication Process 16
Ch. 3 Tools of Our Trade 28
Ch. 4 Rational and Emotional Attractions 56
Ch. 5 Making Sense of Our Audience 93
Ch. 6 CDVP Factors 118
Pt. II Radio Copywriting
Ch. 7 Key Elements of Radio Writing 167
Ch. 8 Radio Commercials 201
Ch. 9 Additional Audio Endeavors 249
Pt. III Television Copywriting
Ch. 10 Key Elements of Television Writing 287
Ch. 11 The Business of Television Commercials 334
Ch. 12 Additional Video Endeavors 374
Pt. IV Campaign Copywriting
Ch. 13 Public Service Assignments 418
Ch. 14 Electronic Media Campaign Construction 451
Endnotes 495
Index 508
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