Broadcast/broadband copywriting - Orlik, Peter B. 4 0 16; 5 (Boston : Allyn & Bacon, 2010)
Copywriting dimensions -- The copywriting marketplace -- Copywriting and the communication process -- Tools of our trade -- Rational and emotional attractions -- Making sense of our audience -- CDVP factors -- Audio copywriting -- Key elements of audio writing -- Audio commercials -- Additional audio endeavors -- Video copywriting -- Key elements of video writing -- The business of television commercials -- Additional video and broadband endeavors -- Campaign copywriting -- Public service assignments -- Electronic media campaign construction -- Outro.
Includes bibliographical references (p. 477-488) and index.
Keywords: 2 -- 0; 6; Authorship. -- Broadcasting;Broadcast advertising. -- 20; 20; 2