Broadcast/Cable Copywriting (7th Edition) (Paperback)

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Editorial Reviews

Product Description

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.

From the Back Cover

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 7th Edition constructs an expansive communication context for copywriting: from basic station IDs and liners to cross-media campaign creation. Along the way, Broadcast/Cable Copywriting introduces students to hundreds of current and classic examples of effective copywriting, including scripts, storyboards, and photoboards.

New and Notable Features

• Deals with copywriting for radio and television (RTV) exclusively while covering the subject in great depth and breadth so that both working professionals and RTV students can use it as a “state of the discipline” guidebook to effective electronic media copy principles, format, and procedures.
• Begins with an orienting chapter that reveals copywriter work situations and concludes with a campaign creation chapter that pulls together the key techniques introduced throughout the book.
• Includes more than 250 message examples, many of which are new to this edition, providing students with exposure to cutting edge creativity.
• Intersperses discussions of Internet writing throughout the text, illustrating the interconnectedness of electronic media writing for the student.
• Includes updated content and referenced insights from top industry practitioners around the world, provides students with a broad range of examples.

Product Details

• Paperback: 528 pages
• Publisher: Allyn & Bacon; 7 edition (June 2, 2003)
• Language: English
• ISBN-10: 0205393241
• ISBN-13: 978-0205393244
• Product Dimensions: 9.3 x 6.9 x 0.8 inches
• Shipping Weight: 1.7 pounds (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon.com Sales Rank: #907,467 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

5.0 out of 5 stars The only book I kept from Grad School, May 12, 2000

By	Prof Zarkof (On the move with Flash Gordon) - See all my reviews

This review is from: Broadcast/Cable Copywriting (6th Edition) (Paperback)

Of all the books I had to purchase for Graduate classes, this is really the only book I've found I really do use. A great reference, even if slightly out of date.

3.0 out of 5 stars Is a bit out of date...but so are soda fountains...., May 9, 1999

By A Customer

This review is from: Broadcast/Cable Copywriting (6th Edition) (Paperback)

Peter B: Is a briliant man... who is surrounded by some problematic "peers." His text is, and should be, the standard for copywriters, but the lack of marketing will make it a hand-maiden to other texts...