The Radio & Television Commercial

Fülszöveg

TheRadio Television Commercial
THIRD EDITION TheRadio and Television Advertising Skill-Builder
TheRadio Television Commercial gives you the practical guidance needed to create more powerful commercials that will sell more product. Whether you are a beginning student or a seasoned veteran, you'll find fresh insights and tips for creating more effective commercials, including:
• Easy-to-use guidelines that show how to think about, how to develop, and how to write a solid creative strategy—and integrate it into your overall plan
• Creative checkpoints and principles for evaluating radio and TV writing
• Suggestions for picking the best format—from problem-solution, to slice-of-life, to demonstration and more—for selling your product
• Tips for choosing the specific medium—from a 15-second radio spot to a 30-minute infomercial
• Cost-effective guidelines that enable you to produce high-quality commercials on a limited budget
• Dozens of problem-solving exercises that help... Tovább

Fülszöveg

TheRadio Television Commercial
THIRD EDITION TheRadio and Television Advertising Skill-Builder
TheRadio Television Commercial gives you the practical guidance needed to create more powerful commercials that will sell more product. Whether you are a beginning student or a seasoned veteran, you'll find fresh insights and tips for creating more effective commercials, including:
• Easy-to-use guidelines that show how to think about, how to develop, and how to write a solid creative strategy—and integrate it into your overall plan
• Creative checkpoints and principles for evaluating radio and TV writing
• Suggestions for picking the best format—from problem-solution, to slice-of-life, to demonstration and more—for selling your product
• Tips for choosing the specific medium—from a 15-second radio spot to a 30-minute infomercial
• Cost-effective guidelines that enable you to produce high-quality commercials on a limited budget
• Dozens of problem-solving exercises that help you challenge your skills and build a portfolio to showcase your creativity for prospective clients and employers
• Current examples of outstanding commercials
• Practical guidelines for testing and evaluating finished commercials
"A fresh approach to writing and creating commercials for the broadcast media. The authors have done an excellent job of capsulizing the salient points to consider when creating a radio or television commercial in a
crisp, readable style____" That's what Journalism Quarterly said about the previous edition of The Radio
Television Commercial This all-new, updated edition carries that tradition forward.
About the Authors
Albert C. Book is Professor Emeritus of Journalism, University of Nebraska, Lincoln, where he taught advertising creativity for more than 20 years. Previously, he was an account executive for BBDO in New York. Nonnan D. Gary, a former Vice President, Group Creative Director for BBDO and for Cunningham Walsh, is an advertising and communications consultant based in San Diego, California. Stanley I. Tannenbaum is Chair of the Advertising/Marketing Communications Division of the Medill School of Journalism, Northwestern University. He began his career in advertising as a copywriter and eventually rose to become Chairman of the Board of Kenyon Eckhardt, an international advertising agency headquartered in New York.
Frank R. Brady is Creative Director of Catalyst Direct, a direct response agency based in Rochester, New York. He has held creative positions with BBDO, Ogilvy Mather Direct, and Papert Koenig Lois. Vissza