×

Uh-oh, it looks like your Internet Explorer is out of date.

For a better shopping experience, please upgrade now.

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

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.

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

All chapters close with "Endnotes."

I. COPYWRITING DIMENSIONS.

1. The Copywriting Marketplace.
Freelance.
Advertising Agency.
Corporate In-House.
Government/Institutional In-House.
In-Station.
Other Employment Options.
Continuity—The Copywriter's Main Product.
Portfolio Creation.

2. Copywriting and the Communication Process.
Communication Fundamentals.
The Radio/Television Communication Process.

3. Tools of Our Trade.
Print Punctuation Versus Radio/Television Punctuation.
Tools to Read/Consult.
Tools to Pound on, Write with, Write on.
Time—The Tool That's Master of All.
Tooling Up.

4. Rational and Emotional Attractions.
Rational Attractions.
Emotional Attractions.
A Plan for Rational/Emotional Proportioning.
An Appeals Addendum.

5. Making Sense of Our Audience.
Audiences and Attitudes.
Progressive Motivation.
Psychographics.
An Audience Sense Summation.

6. CDVP Factors.
Creation.
Definition.
Validation.
Prohibition (Regulatory).
Prohibition (Stylistic).
A CDVP Reassurance.

II. RADIO COPYWRITING.

7. Key Elements of Radio Writing.
Standard Radio Format.
Productional Terminology.
Using Sound Effects.
Using Music.
Using Silence.
The Radio Copywriter as Poet.
Poetic Packaging.
Other Techniques for the Radio Poet.
Radio's Essence.

8. Radio Commercials.
Commercial Noncopy Data Block.
Generic Classification of RadioCommercials.
Putting "PUNCH" in the Radio Spot.
The Ten Radio Commandments.
Commercial Conclusions.

9. Additional Radio Endeavors.
In-House Noncopy Data Block.
IDs and Transitions.
Program Promos.
Outlet Promos.
Enhancers and Features.
On/Off-Air Listener Participations.
Interviews and Semiscripts.
Special Commercial Challenges.

III. TELEVISION COPYWRITING.

10. Key Elements of Television Writing.
Television Conceptual Vehicles.
A Bubble about Animation.
Basic Television Production Methods.
Television Productional Terminology.
The Audio-Video Coalition.

11. Television Commercials.
TV Commercial Noncopy Data Block.
Compulsory Demonstrability—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 Television Endeavors.
In-House Noncopy Data Block.
Outlet IDs and Promos.
Program Promos and Trailers.
Interviews and Semiscripts.
Corporate and Trade Presentation Events.
Other Specialized Venues.
Casting and Voice-Over Considerations.
The Joy of Visual Selling.

IV. CAMPAIGN COPYWRITING.

13. Radio/Television Campaign Construction.
Isolating Brand Character.
Concept Engineering—Fashioning the Campaign Proposal.
Proposal-Related Activities and Implements.
Five Case Studies.
A Campaign Conclusion.

14. Public Service Campaigns.
The Three Hallmarks of Successful PSAs.
Building on Audience Wants.
PSA Format Conventions.
PSA Noncopy Data Blocks.
Ten Public Service Postulates.
Campaign Case Studies.
What's in It for the Copywriter.
A Final Word from the Soda Bar.

Index.

Customer Reviews

Average Review:

Post to your social network

     

Most Helpful Customer Reviews

See all customer reviews