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Broadcast/Broadband Copywriting, 8/E
Peter B. Orlik, Central Michigan University

ISBN-10: 0205674526
ISBN-13: 9780205674527

Publisher: Pearson
Copyright: 2010
Format: Paper; 496 pp
Published: 07/15/2009
Status: Instock

Net price: $95.25 (What's this?)

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Description

Broadcast/Broadband Copywriting, the most widely used text on the market, offers students an accessible overview of the fundamentals of writing all major types of copy for the electronic media.

This handbook addresses the fundamental techniques common to electronic media scripting with superior depth of coverage in a manner accessible to students without any prior media experience. The Eighth Edition constructs an expansive communication context for copywriting: from basic station IDs and liners to the crafting of Web, mobile and place-based messages, and culminates with a focused discussion of campaign creation. Along the way, the book introduces students to hundreds of current and classic examples of effective copywriting, including scripts, storyboards, and photoboards.

Features

· Presents copywriting for electronic media as a “state of the discipline” guidebook to effective copy principles, format, procedures and strategies that can be used by both students and professionals.

· Begins with an orienting chapter that explores copywriter work situations and concludes with a campaign creation chapter that pulls together the key techniques introduced throughout the book.

· Contains an entire chapter on copywriter tools (ch.3) including a detailed analysis of audio/visual script punctuation.

· Includes a detailed Instructor's Manual, available online for download.

New To This Edition

· Features more than 250 message examples, over 60 of which are new to this edition, providing readers with exposure to both cutting edge and standard-setting communications.

· Presents a new examination of virtual agencies, digital portfolios, and online and mobile copy creation.

· Intersperses discussions of broadband writing throughout the text, illustrating the interconnectedness of electronic media writing principles in creating copy for a variety of venues.

· Includes updated and referenced insights from top industry practitioners around the world to offer readers a broad range of observations and attitudes about media content and strategies.

· Introduces and explores opportunities and challenges presented by specialized assignments in place-based, underwriting, classified, and game show writing.

· Adds an Outro Chapter to prominently summarize the agonies and ecstasies of copywriting.

· Expands and updates discussions of standard copy lengths, psychographic methodologies, retail advertising, the role of brand characters in campaign construction, and the relationship between emotional and rational appeals in light of new research.

Table of Contents

Intro

I. COPYWRITING DIMENSIONS.

1. The Copywriting Marketplace.

Freelance.

Advertising Agency

Corporate In-House

Government/Institutional In-House

Outlet-Based

Other 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 Engagement

An 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 Format

Productional Terminology.

Using Sound Effects.

Using Music.

Using Silence.

The Audio Copywriter as Poet

Poetic Packaging.

Other Techniques for the Audio Poet

Audio's Essence.

8. Audio Commercials.

Commercial Data Block.

Generic Classification of Audio Commercials

Putting “PUNCH” in the Audio Spot

The Ten Audio Commandments

An Audio Assurance

9. 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 Methods

Video Productional Terminology

The Audio-Video Coalition.

Casting and Voice-Over Considerations

11. 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 Radio

Television Program Promos on Video

Interviews and Semiscripts.

Specialized Venues

Online 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 Publics

14. Electronic Media Campaign Construction.

Isolating Brand Character.

Concept Engineering–Fashioning the Campaign Proposal.

Proposal-Related Activities and Implements.

Four Case Studies

The Campaign Dynamic.

15. Outro

Endnotes.

Index.

Courses

Broadcast Writing (Mass Communication / Public Relations / Film)

Previous Edition(s)

Broadcast/Cable Copywriting, 7/E
Orlik
©2004 | Pearson | Paper; 528 pp | Out of Print
ISBN-10: 0205393241 | ISBN-13: 9780205393244
Brief Description |
Broadcast Cable Copywriting is the most widely used text for learning how to write all types of copy for the electronic media.

This text addresses the basic rules and techniques common to broadcast writing with a depth of coverage unmatched by its competitors, but without assuming any prior media writing, production, or advertising experience on the part of the reader. The Seventh Edition constructs an expansive communication context for copywriting: from basic station IDs and liners to cross-media campaign creation. Along the way, the text introduces students to hundreds of current and classic examples of effective copywriting, including scripts, storyboards, and photoboards.
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In this section:

Instructor Resources

Downloadable Instructor Resources
Other Instructor Resources

Course & Discipline Resources

For Broadcast Writing
For the Mass Communication / Public Relations / Film Discipline

Instructor's Manual for Broadcast/Broadband Copywriting, 8/E
Orlik
©2010 | Pearson | On-line Supplement | Live
ISBN-10: 0205741843 | ISBN-13: 9780205741847

Show Downloadable Files

More Info

For Broadcast Writing

Study Card for Journalism and News Writing
Aucoin
©2010 | Pearson | Study Card; 2 pp | Instock
ISBN-10: 0205755542 | ISBN-13: 9780205755547
Suggested retail price: $9.80Net price: $7.35 (What's this?)More Info

For the Mass Communication / Public Relations / Film Discipline

Allyn & Bacon Digital Media Archive for Communication, Version 3.0, 3/E
Allyn & Bacon
©2005 | Pearson | CD-ROM Only; 32 pp | Out of Stock
ISBN-10: 0205437095 | ISBN-13: 9780205437092
Suggested retail price: $0.00Net price: $0.00 (What's this?)More Info

CPS RF Classroom Performance System
eInstruction
©2010 | Pearson | Electronic Supplement | Available
ISBN-10: 020577864X | ISBN-13: 9780205778645
More Info

iClicker Classroom Response System
iClicker & Allyn & Bacon/Longman
©2008 | Pearson | Electronic Supplement | Available
ISBN-10: 0205594506 | ISBN-13: 9780205594504
More Info

InterWrite PRS RF (Personal Response System)
InterWrite PRS & Allyn & Bacon/Longman
©2005 | Pearson | Electronic Supplement | Available
ISBN-10: 0205436951 | ISBN-13: 9780205436958
More Info

MySearchLab -- Standalone Access Card
Pearson
©2010 | Pearson | Access Code Card | Instock
ISBN-10: 0205699413 | ISBN-13: 9780205699414
Net price: $30.90 (What's this?)More Info

News Resources for Mass Communication -- Access Code Card
Allyn & Bacon
©2006 | Pearson | Access Code Card | Instock
ISBN-10: 0205491235 | ISBN-13: 9780205491230
Net price: $20.10 (What's this?)More Info

Pearson Allyn & Bacon Film Study Site Update (open Access)
Allyn & Bacon
©2011 | Pearson | On-line Supplement | Live
ISBN-10: 0205737595 | ISBN-13: 9780205737598
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What Every Student Should Know About Avoiding Plagiarism
Stern
©2007 | Pearson | Paper; 80 pp | Instock
ISBN-10: 0321446895 | ISBN-13: 9780321446893
Net price: $7.35 (What's this?)More Info

What Every Student Should Know About Citing Sources with APA Documentation: Updated for APA Sixth Edition, 2/E
Anderson, Carrell & Widdifield
©2010 | Pearson | Paper; 80 pp | Instock
ISBN-10: 0205795811 | ISBN-13: 9780205795819
Net price: $7.35 (What's this?)More Info

What Every Student Should Know About Citing Sources with MLA Documentation, Update Edition
Greer
©2010 | Pearson | Paper | Instock
ISBN-10: 0205715117 | ISBN-13: 9780205715114
Net price: $7.35 (What's this?)More Info

What Every Student Should Know About Listening
Brownell & Wolvin
©2010 | Pearson | Paper; 64 pp | Instock
ISBN-10: 0205778070 | ISBN-13: 9780205778072
Net price: $7.35 (What's this?)More Info

What Every Student Should Know About Practicing Peer Review
Trim
©2007 | Pearson | Paper | Instock
ISBN-10: 0321448480 | ISBN-13: 9780321448484
Net price: $7.35 (What's this?)More Info

What Every Student Should Know About Preparing Effective Oral Presentations
Cox
©2007 | Pearson | Paper; 96 pp | Instock
ISBN-10: 0205505457 | ISBN-13: 9780205505456
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What Every Student Should Know About Procrastination
Hoffman
©2008 | Pearson | Paper; 64 pp | Instock
ISBN-10: 0205582117 | ISBN-13: 9780205582112
Net price: $7.95 (What's this?)More Info

What Every Student Should Know About Researching Online
Munger & Campbell
©2007 | Pearson | Paper | Instock
ISBN-10: 0321445317 | ISBN-13: 9780321445315
Suggested retail price: $9.80Net price: $7.35 (What's this?)More Info

What Every Student Should Know About Study Skills
Pearson Longman
©2007 | Pearson | Paper; 72 pp | Instock
ISBN-10: 0321447360 | ISBN-13: 9780321447364
Net price: $7.35 (What's this?)More Info

What Every Student Should Know About Using a Handbook
Murray
©2009 | Pearson | Paper; 80 pp | Instock
ISBN-10: 0205563848 | ISBN-13: 9780205563845
Net price: $7.35 (What's this?)More Info

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Broadcast/Broadband Copywriting, 8/E