Broadcast/Broadband Copywriting
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Broadcast/Broadband Copywriting

Broadcast/Broadband Copywriting


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About the Book

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!

Table of Contents:
Intro I. COPYWRITING DIMENSIONS. 1. 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.   2. Copywriting and the Communication Process.   Communication Fundamentals. The Electronic Media Communication Process.   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 and Message Engagement An Audience Sense Summation.   6. CDVP Factors.   Creation. Definition. Validation. Prohibition (Regulatory). Prohibition (Stylistic). A CDVP Reassurance. II. AUDIO COPYWRITING. 7. Key Elements of Audio Writing.   Standard Audio Format 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.   8. Audio Commercials.   Commercial Data Block. Generic Classification of Audio Commercials Putting “PUNCH” in the Audio Spot The Ten Audio Commandments An Audio Assurance   9. 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. III. VIDEO COPYWRITING. 10. 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 Voice-Over Considerations   11. 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.   12. Additional Video and Broadband Endeavors.   In-House Data Block. Outlet IDs and Promos. Television Program Promos on Radio Television Program Promos on Video Interviews and Semiscripts. Specialized Venues Online Applications. 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  Data Blocks. Ten Public Service Postulates. A Sample Campaign. What's in It for the Copywriter. Pitching for the Publics   14. Electronic Media Campaign Construction.   Isolating Brand Character. Concept Engineering–Fashioning the Campaign Proposal. Proposal-Related Activities and Implements. Four Case Studies The Campaign Dynamic.   15.  Outro   Endnotes.   Index.


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Product Details
  • ISBN-13: 9780205674527
  • Publisher: Pearson Education (US)
  • Publisher Imprint: Pearson
  • Height: 235 mm
  • No of Pages: 504
  • Weight: 800 gr
  • ISBN-10: 0205674526
  • Publisher Date: 02 Dec 2009
  • Binding: Paperback
  • Language: English
  • Spine Width: 30 mm
  • Width: 180 mm


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