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Broadcast-Cable Copywriting
ISBN: 9780205150823 | 0205150829
Publisher: Allyn & Bacon, Inc.Pub. Date: 2/1/1994
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| List of Illustrations | |
| Preface | |
| The Copywriting Marketplace | p. 1 |
| Copywriting and the Communication Process | p. 16 |
| Tools of Our Trade | p. 28 |
| Rational and Emotional Attractions | p. 57 |
| Making Sense of Our Audience | p. 91 |
| CDVP Factors | p. 115 |
| Key Elements of Radio Writing | p. 156 |
| Radio Commercials | p. 190 |
