Broadcast Cable Copywriting; Author: Orlik, Peter B.; Paperback

Author: Orlik, Peter B.
Edition #6; Paperback
492 pages
Published: August 1997
Pearson Professional Education
ISBN: 020527143X
This item non-returnable. Order may not be canceled.

Broadcast and cable copywriting is a widespread enterprise that requires thousands of practitioners. It is a function that every local outlet must perform, and activity in which every advertising, public relations, marketing, and other corporate entity communicating via mass electronic pathways must engage. People need this fundamental skill in order to not be ignored in the workplace and even on the Internet. Unmatched by its competitors, this book addresses all the basic rules for and techniques common to audio/visual writing. This book is ideal for the experienced media professional and the novice writer.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, c