Broadcast/broadband copywriting
By: Peter B. Orlik.
Edition: 8th ed.
Publisher: Allyn & Bacon
Published: 2009
Place of publication: Boston
Language: eng
ISBN-13: 9780205674527
Subjects: Broadcasting -- Authorship; Broadcast advertising
Notes: Includes bibliographical references and index.
Table of contents: title: Copywriting dimensions. The copywriting marketplace; title: Copywriting and the communication process; title: Tools of our trade; title: Rational and emotional attractions; title: Making sense of our audience; title: CDVP factors; title: Audio copywriting. Key elements of audio writing; title: Audio commercials; title: Additional audio endeavors; title: Video copywriting. Key elements of video writing; title: The business of television commercials; title: Additional video and broadband endeavors; title: Campaign copywriting; title: Public service assignments; title: Electronic media campaign construction; title: Outro.