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| The Broadcast Copywriter | |
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| The Broadcast Copywriter | |
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| A Model of Communication | |
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| Basic Definitions | |
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| Stations, Agencies, Cable TV, and Related Industries | |
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| Writing Principles | |
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| Qualifications of the Copywriter | |
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| Creativity and Copywriting | |
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| Copywriting Elements | |
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| Copywriting Style--Basic Mechanics | |
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| Copy Appearance | |
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| Keeping It Conversational | |
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| A Brief Grammar Review | |
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| The Legal and Ethical Implications of Writing Copy | |
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| Federal Regulation | |
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| State Regulation | |
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| Self-Regulation | |
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| Cable Advertising | |
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| Advertising Basics | |
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| Consumer Behavior | |
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| Personal Characteristics | |
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| Social Factors | |
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| Personal Elements | |
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| Motivation | |
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| The Structure of Motivation | |
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| Maslow's Hierarchy of Needs | |
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| McGuire's Psychological Motives | |
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| Categories of Appeals | |
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| Features and Benefits | |
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| Organizing the Broadcast Commercial | |
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| Organizing the Message | |
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| The A.I.D.A. Formula | |
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| National versus Local Commercials | |
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| Broadcast Copy Preparation | |
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| The Copy Platform | |
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| Sources of Copy Information | |
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| Copy Preparation and Traffic | |
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| Radio Copywriting | |
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| The Radio Commercial: The Mechanics | |
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| Radio Today | |
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| Radio Basics | |
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| Radio Copy and Commercial Formats | |
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| Donut Copy | |
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| Live Ad-Lib Copy | |
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| Production Copy | |
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| Radio and the Internet | |
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| Types of Radio Copy | |
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| Straight Copy | |
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| Hard Sell Copy | |
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| Institutional Copy | |
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| Spokesperson Copy | |
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| Humorous Copy | |
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| Television Copywriting | |
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| The Television Commercial: The Mechanics | |
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| Television Today | |
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| Television Commercial Formats | |
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| Television Commercial Production Styles | |
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| Producing TV Commercials | |
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| Guidelines for Writing Television Spots | |
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| Types of Television Commercials | |
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| The Copy Platform | |
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| Choosing the Approach | |
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| The Electronic Media: Other Writing Needs | |
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| Promotion | |
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| Promotion in the Broadcast Media | |
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| Promotion via the Internet | |
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| Promotional Strategies | |
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| Public Service, Issue, and Political Announcements | |
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| Public Service Announcements | |
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| Radio PSAs | |
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| Television PSAs | |
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| Opportunities for Writing PSAs | |
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| Issue Announcements | |
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| Political Announcements | |
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| The Broadcast Campaign | |
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| Broadcast Campaign Structure | |
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| Examples of Campaigns | |
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| Writing News Stories | |
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| The Electronic News Lead | |
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| Lead Structure | |
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| Story Structure | |
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| Writing Rules for Broadcast News | |
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| News for Radio | |
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| News for Television | |
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| Writing for the Internet | |
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| Interactivity | |
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| Links | |
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| Planning a Web Site | |
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| Advertising on the Web | |
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| News on the Web | |
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| Corporate Programs | |
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| Objectives | |
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| Budget | |
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| Outline | |
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| Research | |
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| Production | |
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| Evaluation | |
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| Script Considerations | |
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| Script Formats | |
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| Writing Suggestions | |
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| Writing the Teleplay | |
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| Characteristics of the Electronic Media | |
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| Production Methods | |
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| Elements of Playwriting | |
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| Script Format | |
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| Glossary | |
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| Bibliography | |
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| Index | |