TY  - BOOK
AU  - Orlik, Peter B.
AU  - 
ED  - 
ED  - 
ED  - 
ED  - 
SN  - 9780205674527 (paperback : alk. paper)
SN  - 2
PY  - 2010///];copyright 201046
CY  - Boston
PB  - Allyn & Bacon
KW  - 
KW  - 2
KW  - 0
KW  - 6
KW  - 20
KW  - Authorship
KW  - Broadcasting;Broadcast advertising
N1  - Includes bibliographical references (p. 477-488) and index; 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; 5
ER  -