http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
xii, 492 pages : illustrations, music ; 24 cm.
Copywriting dimensions -- The copywriting marketplace -- Copywriting and the communication process -- Tools of our trade -- Rational and emotional attractions -- Making sense of our audience -- CDVP factors -- Audio copywriting -- Key elements of audio writing -- Audio commercials -- Additional audio endeavors -- Video copywriting -- Key elements of video writing -- The business of television commercials -- Additional video and broadband endeavors -- Campaign copywriting -- Public service assignments -- Electronic media campaign construction -- Outro.
Includes bibliographical references and index.