Full Description
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!
Contents
IntroI. COPYWRITING DIMENSIONS. 1. The Copywriting Marketplace. Freelance.Advertising AgencyCorporate In-HouseGovernment/Institutional In-HouseOutlet-BasedOther 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 EngagementAn 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 FormatProductional Terminology.Using Sound Effects.Using Music.Using Silence.The Audio Copywriter as PoetPoetic Packaging.Other Techniques for the Audio PoetAudio's Essence.8. Audio Commercials. Commercial Data Block.Generic Classification of Audio CommercialsPutting "PUNCH" in the Audio SpotThe Ten Audio CommandmentsAn Audio Assurance9. 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 MethodsVideo Productional TerminologyThe Audio-Video Coalition.Casting and Voice-Over Considerations11. 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 RadioTelevision Program Promos on VideoInterviews and Semiscripts.Specialized VenuesOnline 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 Publics14. Electronic Media Campaign Construction. Isolating Brand Character.Concept Engineering-Fashioning the Campaign Proposal.Proposal-Related Activities and Implements.Four Case StudiesThe Campaign Dynamic.15. OutroEndnotes. Index.
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