Broadcast/cable Copywriting

Introduces the special requirements and pitfalls of creating continuity, commercials, and off-air presentations, for students and professionals. Part I examines the copywriting marketplace, tools of the trade, audience, and regulatory and stylistic constraints. Part II probes radio's key elements, commercials, and additional endeavors, and Part III explores television. Part IV delves into the interlocking process of campaign construction, first for the conventional radio/television campaign, and then for the more specialized creation of public service appeals. Includes b&w photos. This sixth edition incorporates recent examples. An instructor's manual with suggested exercises is available at no extra charge. Annotation c. by Book News, Inc., Portland, Or.