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Broadcast/Cable Copywriting is the most widely used book for learning how to write all types of copy for the electronic media. This book 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.

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CONTENTS
List of Illustrations = xiii
Preface = xvii
PART ONE Copywriting Dimensions
 Chapter 1 The Copywriting Marketplace = 1
  Freelance = 2
  Advertising Agency = 3
  Corporate In-House = 6
  Government／Institutional In-House = 7
  In-Station = 7
  Other Employment Options = 9
  Continuity - The Copywriter's Main Product = 10
  Portfolio Creation = 11
  Endnotes = 14
 Chapter 2 Copywriting and the Communication process = 16
  Communication Fundamentals = 16
  The Radio／Television Communication Process = 19
  Endnotes = 27
 Chapter 3 Tools of Our Trade = 28
  Print Punctuation Versus Radio／Television Punctuation = 28
  Tools to Read／Consult = 41
  Tools to Pound on, Write with, Write on = 43
  Time - The Tool That's Master of All = 47
  Tooling Up = 55
  Endnotes = 56
 Chapter 4 Rational and Emotional Attractions = 57
  Rational Attractions = 58
  Emotional Attractions = 70
  An Appeals Addendum = 89
  Endnotes = 89
 Chapter 5 Making Sense of Our Audience = 91
  Audiences and Attitudes = 91
  Psychographics = 99
  Progressive Motivation = 108
  An Audience Sense Summation = 113
  Endnotes = 114
 Chapter 6 CDVP Factors = 115
  Creation = 115
  Definition = 124
  Validation = 138
  Prohibition(Regulatory) = 143
  Prohibition(Stylistic) = 147
  A CDVP Reassurance = 153
  Endnotes = 154
PART TWO Radio Copywriting
 Chapter 7 Key Elements of Radio Writing = 156
  Standard Radio Format = 158
  Productional Terminology = 159
  Using Sound Effects = 164
  Using Music = 167
  The Radio Copywriter as Poet = 171
  Poetic Packaging = 173
  Other Techniques for the Radio Poet = 176
  Radio's Essence = 188
  Endnotes = 189
 Chapter 8 Radio Commercials = 190
  Commercial Noncopy Data Block = 190
  Generic Classification of Radio Commercials = 193
  Putting 'PUNCH' in the Radio Spot = 208
  The Ten Radio Commandments = 213
  Commercial Conclusions = 233
  Endnotes = 233
 Chapter 9 Additional Radio Endeavors = 235
  In-House Noncopy Data Block = 235
  IDs and Transitions = 236
  Program Promos = 244
  Outlet Promos = 247
  Enhancers and Features = 250
  On／Off-Air Listener Participations = 254
  Interviews and Semiscripts = 260
  Special Commercial Challenges = 265
  Endnotes = 277
PART THREE Television Copywriting
 Chapter 10 Key Elements of Television Writing = 278
  Television Conceptual Vehicles = 278
  A Bubble about Animation = 293
  Basic Television Production Methods = 300
  Television Productional Terminology = 303
  The Audio-Video Coalition = 319
  Endnotes = 323
 Chapter 11 Television Commercials = 325
  TV Commercial Noncopy Data Block = 325
  Compulsory Demonstrability - The D.D.Q. = 327
  Getting Recognized and Remembered = 337
  Video DR, Infomercials, and Co-Op = 338
  Retail and Business-to-Business Pitches = 348
  The Storyboard Presentation = 356
  Avoiding the Storyboard = 362
  Endnotes = 366
 Chapter 12 Additional Television Endeavors = 368
  In-House Noncopy Data Block = 368
  Outlet IDs and Promos = 368
  Program Promos and Trailers = 374
  Interviews and Semiscripts = 389
  Trade and Consumer Presentation Events = 393
  Specialized Venues = 397
  Casting and Voice-Over Considerations = 403
  Endnotes = 408
PART FOUR Campaign Copywriting
 Chapter 13 Radio／Television Campaign Construction = 410
  Isolating Brand Character = 410
  Concept Engineering - Fashioning the Campaign Proposal = 417
  Proposal-Related Activities and Implements = 433
  Four Case Studies = 438
  A Campaign Conclusion = 451
  Endnotes = 452
 Chapter 14 Public Service Campaigns = 454
  The Three Hallmarks of Successful PSAs = 455
  PSA Noncopy Data Block = 462
  Ten Public Service Postulates = 465
  Campaign Case Studies = 480
  What's in It for the Copywriter = 484
  Endnotes = 486
 Chapter 15 political, Controversy, and Crisis Campaigns = 487
  Political Advertising = 487
  Controversy Advertising = 502
  Crisis Advertising = 515
  A final Word from the Soda Bar = 526
  Endnotes = 527
Index = 531