Broadcast/Broadband Copywriting

ISBN-10: 0205674526
ISBN-13: 9780205674527
Edition: 8th 2010
Authors: Peter B. Orlik
List price: $185.00 Buy it from $89.84
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Description: Broadcast/Broadband Copywritingincludes more than 250 message examples, many of which are new to this edition, providing readers with exposure to both classic and cutting edge creativity. The copywriterrsquo;s world and tools, audio copywriting,  More...

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Book details

List price: $185.00
Edition: 8th
Copyright year: 2010
Publisher: Allyn & Bacon, Incorporated
Publication date: 7/15/2009
Binding: Paperback
Pages: 496
Size: 6.75" wide x 8.75" long x 1.00" tall
Weight: 1.804
Language: English

Broadcast/Broadband Copywritingincludes more than 250 message examples, many of which are new to this edition, providing readers with exposure to both classic and cutting edge creativity. The copywriterrsquo;s world and tools, audio copywriting, video and broadband copywriting, special venue writing, and campaign construction.Anyone interested in improving their writing skills for the electronic media and learning effective techniques for advertising their business or nonprofit organization.

New to this Edition
Intro
Copywriting Dimensions
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
Copywriting and the Communication Process
Communication Fundamentals
The Electronic Media Communication Process
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
Rational and Emotional Attractions
Rational Attractions
Emotional Attractions
A Plan for Rational/Emotional Proportioning
An Attractions Addendum
Making Sense of Our Audience
Audiences and Attitudes
Progressive Motivation
Psychographics
Account Planning and Message Engagement
An Audience Sense Summation
CDVP Factors
Creation
Definition
Validation
Prohibition (Regulatory)
Prohibition (Stylistic)
A CDVP Reassurance
Audio Copywriting
Key Elements of Audio Writing
Standard Audio Format
Audio 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
Audio Commercials
Commercial Data Block
Generic Classification of Audio Commercials
Putting 'Punch' in the Audio Spot
The Ten Audio Commandments
An Audio Assurance
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
Video Copywriting
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 Voiceover Considerations
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
Additional Video and Broadband Endeavors
In-House Data Block
Outlet IDs and Promos
Television Program Promos on Radio
Television Program Promos on Video
End-Credit Voicers, Snypes and Trailers
Interviews and Semiscripts
Specialized Venues
Online and Mobile Applications
The Joy of Visual Selling
Campaign Copywriting
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'
Electronic Media Campaign Construction
Isolating Brand Character
Concept Engineering-Fashioning the Campaign Proposal
Proposal-Related Activities and Implements
Four Case Studies
The Campaign Dynamic
Outro
Endnotes
Index

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