| Description |
xv, 312 pages : illustrations ; 28 cm |
| Contents |
Pt. 1. The Broadcast Copywriter -- Ch. 1. The Broadcast Copywriter -- Pt. 2. Copywriting Elements -- Ch. 2. Copywriting style - Basic Mechanics -- Ch. 3. The Legal and Ethical Implications of Writing Copy -- Pt. 3. Advertising Basics -- Ch. 4. Consumer Behavior -- Ch. 5. Motivation -- Ch. 6. Organizing the Broadcast Commercial -- Ch. 7. Broadcast Copy Preparation -- Pt. 4. Radio Copywriting -- Ch. 8. The Radio Commercial: The Mechanics -- Ch. 9. Types of Radio Copy -- Pt. 5. Television Copywriting -- Ch. 10. The Television Commercial: The Mechanics -- Ch. 11. Types of Television Commercials -- Pt. 6. The Electronic Media: Other Writing Needs -- Ch. 12. Promotion -- Ch. 13. Public Service, Issue, and Political Announcements -- Ch. 14. The Broadcast Campaign -- Ch. 15. Writing News Stories -- Ch. 16. Writing for the Internet -- Ch. 17. Corporate Programs -- Ch. 18. Getting the First Job |
| Bibliography |
Includes bibliographical references (pages 303-304) and index |
| Subject |
Advertising copy.
|
|
Broadcast advertising.
|
| LC no. |
2007930096 |
| ISBN |
0495411175 |
|
9780495411178 |
|
