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.
