RENT TEXTBOOKS

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 Electronic Media Communication Process. ... MORE

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.
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 Radio Commercials.
Putting “PUNCH” in the Radio Spot.
The Ten Radio Commandments.
Commercial Conclusions.

9. Additional Audio 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.
Video Conceptual Vehicles.
A Bubble about Animation.
Basic Television Production Methods.
Television Productional Terminology.
The Audio-Video Coalition.

11. The Business of Television Commercials.
TV Commercial Noncopy 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.
Extension Opportunities.
The Storyboard Presentation.
Avoiding the Storyboard.

12. Additional Video 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.
Online Applications.
Casting and Voice-Over Considerations.
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 Noncopy Data Blocks.
Ten Public Service Postulates.
A Sample Campaign.
What's in It for the Copywriter.

14. Electronic Media Campaign Construction.
Isolating Brand Character.
Concept Engineering—Fashioning the Campaign Proposal.
Proposal-Related Activities and Implements.
Five Case Studies.
The Campaign Dynamic.

Index.