Rent 9780205674527 | Broadcast/Broadband Copywriting

Summary Table of Contents

Broadcast/Broadband Copywriting is the most widely used book for learning how to write all types of copy for the electronic media. This book addresses the fundamental rules and techniques common to electronic media scripting with a depth of coverage unmatched by other texts, but without assuming any prior media writing, production, or advertising experience on the part of the reader.Return to PIC when completed. Thank you!

New to this Edition	p. vi
Intro	p. x
Copywriting Dimensions
The Copywriting Marketplace	p. 001
Freelance	p. 003
Advertising Agency	p. 004
Corporate In-House	p. 007
Government/Institutional In-House	p. 008
Outlet-Based	p. 008
Other Employment Options	p. 010
Continuity-The Copywriter's... MORE Main Product	p. 010
Portfolio Creation	p. 011
Copywriting and the Communication Process	p. 016
Communication Fundamentals	p. 016
The Electronic Media Communication Process	p. 019
Tools of Our Trade	p. 028
Print Punctuation Versus Audio/Video Punctuation	p. 028
Tools to Read/Consult	p. 039
Tools to Pound on, Write with, Write on	p. 043
Time-The Tool That Rules	p. 046
Tooling Up	p. 055
Rational and Emotional Attractions	p. 056
Rational Attractions	p. 058
Emotional Attractions	p. 070
A Plan for Rational/Emotional Proportioning	p. 088
An Attractions Addendum	p. 091
Making Sense of Our Audience	p. 092
Audiences and Attitudes	p. 092
Progressive Motivation	p. 099
Psychographics	p. 104
Account Planning and Message Engagement	p. 111
An Audience Sense Summation	p. 114
CDVP Factors	p. 115
Creation	p. 115
Definition	p. 123
Validation	p. 139
Prohibition (Regulatory)	p. 148
Prohibition (Stylistic)	p. 153
A CDVP Reassurance	p. 159
Audio Copywriting
Key Elements of Audio Writing	p. 161
Standard Audio Format	p. 163
Audio Productional Terminology	p. 165
Using Sound Effects	p. 168
Using Music	p. 171
Using Silence	p. 175
The Audio Copywriter as Poet	p. 177
Poetic Packaging	p. 180
Other Techniques for the Audio Poet	p. 182
Audio's Essence	p. 192
Audio Commercials	p. 193
Commercial Data Block	p. 193
Generic Classification of Audio Commercials	p. 196
Putting 'Punch' in the Audio Spot	p. 216
The Ten Audio Commandments	p. 220
An Audio Assurance	p. 236
Additional Audio Endeavors	p. 237
In-House Data Block	p. 237
IDs and Transitions	p. 238
Program Promos	p. 245
Outlet Promos	p. 247
Enhancers and Features	p. 250
On-/Off-Air Listener Participations	p. 252
Interviews and Semiscripts	p. 256
Special Commercial Challenges	p. 261
Video Copywriting
Key Elements of Video Writing	p. 273
Video Conceptual Vehicles	p. 273
A Bubble About Animation	p. 289
Basic Video Production Methods	p. 297
Video Productional Terminology	p. 299
The Audio-Video Coalition	p. 312
Casting and Voiceover Considerations	p. 315
The Business of Television Commercials	p. 321
TV Commercial Data Block	p. 321
Show It, Use It-The D.D.Q.	p. 323
Getting Recognized and Remembered	p. 331
Video DR, Infomercials, and Co-op	p. 334
Retail and Business-to-Business Pitches	p. 341
The Storyboard Presentation	p. 351
Avoiding the Storyboard	p. 357
Additional Video and Broadband Endeavors	p. 360
In-House Data Block	p. 360
Outlet IDs and Promos	p. 360
Television Program Promos on Radio	p. 368
Television Program Promos on Video	p. 370
End-Credit Voicers, Snypes and Trailers	p. 375
Interviews and Semiscripts	p. 378
Specialized Venues	p. 383
Online and Mobile Applications	p. 396
The Joy of Visual Selling	p. 404
Campaign Copywriting
Public Service Assignments	p. 405
The PSA Defined	p. 406
The Three Hallmarks of Successful PSAs	p. 407
Building on Audience Wants	p. 410
PSA Format Conventions	p. 411
PSA Data Blocks	p. 413
Ten Public Service Postulates	p. 414
A Sample Campaign	p. 429
What's in It for the Copywriter	p. 431
Pitching for 'The Publics'	p. 433
Electronic Media Campaign Construction	p. 436
Isolating Brand Character	p. 436
Concept Engineering-Fashioning the Campaign Proposal	p. 444
Proposal-Related Activities and Implements	p. 458
Four Case Studies	p. 462
The Campaign Dynamic	p. 472
Outro	p. 473
Endnotes	p. 477
Index	p. 489
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