Tabla de contenidos provista por Syndetics

• Part 1 The Broadcast Copywriter
• 1 The Broadcast Copywriter(p. 1)
• A Model of Communication(p. 2)
• Basic Definitions(p. 4)
• Stations, Agencies, Cable TV, and Related Industries(p. 5)
• Writing Principles(p. 5)
• Qualifications of the Copywriter(p. 5)
• Creativity and Copywriting(p. 7)
• Part 2 Copywriting Elements
• 2 Copywriting Style--Basic Mechanics(p. 17)
• Copy Appearance(p. 18)
• Keeping It Conversational(p. 23)
• A Brief Grammar Review(p. 28)
• 3 The Legal and Ethical Implications of Writing Copy(p. 41)
• Federal Regulation(p. 42)
• State Regulation(p. 46)
• Self-Regulation(p. 51)
• Cable Advertising(p. 54)
• Part 3 Advertising Basics
• 4 Consumer Behavior(p. 57)
• Personal Characteristics(p. 58)
• Social Factors(p. 60)
• Personal Elements(p. 62)
• 5 Motivation(p. 71)
• The Structure of Motivation(p. 72)
• Maslow's Hierarchy of Needs(p. 72)
• McGuire's Psychological Motives(p. 74)
• Categories of Appeals(p. 78)
• Features and Benefits(p. 83)
• 6 Organizing the Broadcast Commercial(p. 89)
• Organizing the Message(p. 90)
• The A.I.D.A. Formula(p. 90)
• National versus Local Commercials(p. 93)
• 7 Broadcast Copy Preparation(p. 95)
• The Copy Platform(p. 96)
• Sources of Copy Information(p. 104)
• Copy Preparation and Traffic(p. 107)
• Part 4 Radio Copywriting
• 8 The Radio Commercial: The Mechanics(p. 109)
• Radio Today(p. 110)
• Radio Basics(p. 112)
• Radio Copy and Commercial Formats(p. 113)
• Donut Copy(p. 118)
• Live Ad-Lib Copy(p. 118)
• Production Copy(p. 118)
• Radio and the Internet(p. 119)
• 9 Types of Radio Copy(p. 123)
• Straight Copy(p. 124)
• Hard Sell Copy(p. 124)
• Institutional Copy(p. 125)
• Spokesperson Copy(p. 126)
• Humorous Copy(p. 128)
• Part 5 Television Copywriting
• 10 The Television Commercial: The Mechanics(p. 133)
• Television Today(p. 134)
• Television Commercial Formats(p. 136)
• Television Commercial Production Styles(p. 142)
• Producing TV Commercials(p. 143)
• Guidelines for Writing Television Spots(p. 151)
• 11 Types of Television Commercials(p. 167)
• The Copy Platform(p. 168)
• Choosing the Approach(p. 168)
• Part 6 The Electronic Media: Other Writing Needs
• 12 Promotion(p. 197)
• Promotion in the Broadcast Media(p. 198)
• Promotion via the Internet(p. 200)
• Promotional Strategies(p. 200)
• 13 Public Service, Issue, and Political Announcements(p. 213)
• Public Service Announcements(p. 214)
• Radio PSAs(p. 220)
• Television PSAs(p. 221)
• Opportunities for Writing PSAs(p. 222)
• Issue Announcements(p. 223)
• Political Announcements(p. 225)
• 14 The Broadcast Campaign(p. 233)
• Broadcast Campaign Structure(p. 234)
• Examples of Campaigns(p. 238)
• 15 Writing News Stories(p. 251)
• The Electronic News Lead(p. 252)
• Lead Structure(p. 253)
• Story Structure(p. 253)
• Writing Rules for Broadcast News(p. 254)
• News for Radio(p. 255)
• News for Television(p. 257)
• 16 Writing for the Internet(p. 265)
• Interactivity(p. 266)
• Links(p. 266)
• Planning a Web Site(p. 267)
• Advertising on the Web(p. 268)
• News on the Web(p. 269)
• 17 Corporate Programs(p. 275)
• Objectives(p. 276)
• Budget(p. 276)
• Outline(p. 277)
• Research(p. 277)
• Production(p. 277)
• Evaluation(p. 277)
• Script Considerations(p. 278)
• Script Formats(p. 280)
• Writing Suggestions(p. 282)
• 18 Writing the Teleplay(p. 285)
• Characteristics of the Electronic Media(p. 286)
• Production Methods(p. 287)
• Elements of Playwriting(p. 288)
• Script Format(p. 289)
• Glossary(p. 295)
• Bibliography(p. 299)
• Index(p. 301)