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|Additional Physical Format:||Online version:
Orlik, Peter B.
Boston : Allyn and Bacon, ©1998
|All Authors / Contributors:||
Peter B Orlik
|Description:||xviii, 492 pages : illustrations ; 24 cm|
|Contents:||All chapters close with "Endnotes." I.COPYWRITING DIMENSIONS. 1.The Copywriting Marketplace. Freelance. Advertising Agency. Corporate In-House. Government/Institutional In-House. In-Station. Other Employment Options. Continuity-The Copywriter's Main Product. Portfolio Creation. 2.Copywriting and the Communication Process. Communication Fundamentals. The Radio/Television Communication Process. 3.Tools of Our Trade. Print Punctuation Versus Radio/Television Punctuation. Tools to Read/Consult. Tools to Pound on, Write with, Write on. Time-The Tool That's Master of All. Tooling Up. 4.Rational and Emotional Attractions. Rational Attractions. Emotional Attractions. A Plan for Rational/Emotional Proportioning. An Appeals Addendum. 5.Making Sense of Our Audience. Audiences and Attitudes. Progressive Motivation. Psychographics. An Audience Sense Summation. 6.CDVP Factors. Creation. Definition. Validation. Prohibition (Regulatory). Prohibition (Stylistic). A CDVP Reassurance. II.RADIO COPYWRITING. 7.Key Elements of Radio Writing. Standard Radio Format. Productional Terminology. Using Sound Effects. Using Music. Using Silence. The Radio Copywriter as Poet. Poetic Packaging. Other Techniques for the Radio Poet. Radio's Essence. 8.Radio Commercials. Commercial Noncopy Data Block. Generic Classification of Radio Commercials. Putting "PUNCH" in the Radio Spot. The Ten Radio Commandments. Commercial Conclusions. 9.Additional Radio Endeavors. In-House Noncopy Data Block. IDs and Transitions. Program Promos. Outlet Promos. Enhancers and Features. On/Off-Air Listener Participations. Interviews and Semiscripts. Special Commercial Challenges. III.TELEVISION COPYWRITING. 10.Key Elements of Television Writing. Television Conceptual Vehicles. A Bubble about Animation. Basic Television Production Methods. Television Productional Terminology. The Audio-Video Coalition. 11.Television Commercials. TV Commercial Noncopy Data Block. Compulsory Demonstrability-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 Television Endeavors. In-House Noncopy Data Block. Outlet IDs and Promos. Program Promos and Trailers. Interviews and Semiscripts. Corporate and Trade Presentation Events. Other Specialized Venues. Casting and Voice-Over Considerations. The Joy of Visual Selling. IV.CAMPAIGN COPYWRITING. 13.Radio/Television Campaign Construction. Isolating Brand Character. Concept Engineering-Fashioning the Campaign Proposal. Proposal-Related Activities and Implements. Five Case Studies. A Campaign Conclusion. 14.Public Service Campaigns. The Three Hallmarks of Successful PSAs. Building on Audience Wants. PSA Format Conventions. PSA Noncopy Data Blocks. Ten Public Service Postulates. Campaign Case Studies. What's in It for the Copywriter. A Final Word from the Soda Bar. Index.|
|Responsibility:||Peter B. Orlik.|