Copywriting for the Electronic Media A Practical Guide

ISBN-10: 0534629148
ISBN-13: 9780534629144
Edition: 5th 2006 (Revised)
Authors: Milan D. Meeske
List price: $249.95
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Description: COPYWRITING FOR THE ELECTRONIC MEDIA helps students learn how to write effective copy for all types of electronic media with an emphasis on commercial writing. It begins with the introduction of the basic principles and techniques of good  More...

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Book details

List price: $249.95
Edition: 5th
Copyright year: 2006
Publisher: Wadsworth
Publication date: 3/24/2005
Binding: Paperback
Pages: 320
Size: 8.25" wide x 10.50" long x 0.50" tall
Weight: 1.496
Language: English

COPYWRITING FOR THE ELECTRONIC MEDIA helps students learn how to write effective copy for all types of electronic media with an emphasis on commercial writing. It begins with the introduction of the basic principles and techniques of good copywriting, then moves on to dozens of skill-building exercises to put them into practice. Nearly 80 writing assignments and numerous examples of actual scripts, storyboards, PSAs, and promotional spots prepare students to write short, persuasive messages in a variety of venues (radio, television, new media, etc.). Realistic situations typical of entry-level copywriting positions are included. Along with the usual copywriting materials, the text includes material not always found in texts, such as a chapter on copywriting style, another on consumer behavior and another on legal and ethical aspects of copywriting. Examples of storyboards and actual aired copy are used extensively to help students understand the concepts. This variety strengthens the real-world orientation to copywriting in the electronic media.

Milan D. "Mike" Meeske (Ph.D., University of Denver) is Professor Emeritus of radio and television and former director of Nicholson School of Communication at the University of Central Florida in Orlando. He previously taught at the University of Hawaii and worked for broadcast stations in Nebraska and Colorado. He has published numerous articles in journals such as JOURNALISM QUARTERLY and JOURNAL OF BROADCASTING & ELECTRONIC MEDIA and served on the Board of Directors of the Broadcast Education Association. He is coauthor of ELECTRONIC MEDIA IN GOVERNMENT and has written chapters for several other books.

The Broadcast Copywriter
The Broadcast Copywriter
A Model of Communication
Basic Definitions
Stations, Agencies, Cable TV, and Related Industries
Writing Principles
Qualifications of the Copywriter
Creativity and Copywriting
Copywriting Elements
Copywriting Style--Basic Mechanics
Copy Appearance
Keeping It Conversational
A Brief Grammar Review
The Legal and Ethical Implications of Writing Copy
Federal Regulation
State Regulation
Self-Regulation
Cable Advertising
Advertising Basics
Consumer Behavior
Personal Characteristics
Social Factors
Personal Elements
Motivation
The Structure of Motivation
Maslow's Hierarchy of Needs
McGuire's Psychological Motives
Categories of Appeals
Features and Benefits
Organizing the Broadcast Commercial
Organizing the Message
The A.I.D.A. Formula
National versus Local Commercials
Broadcast Copy Preparation
The Copy Platform
Sources of Copy Information
Copy Preparation and Traffic
Radio Copywriting
The Radio Commercial: The Mechanics
Radio Today
Radio Basics
Radio Copy and Commercial Formats
Donut Copy
Live Ad-Lib Copy
Production Copy
Radio and the Internet
Types of Radio Copy
Straight Copy
Hard Sell Copy
Institutional Copy
Spokesperson Copy
Humorous Copy
Television Copywriting
The Television Commercial: The Mechanics
Television Today
Television Commercial Formats
Television Commercial Production Styles
Producing TV Commercials
Guidelines for Writing Television Spots
Types of Television Commercials
The Copy Platform
Choosing the Approach
The Electronic Media: Other Writing Needs
Promotion
Promotion in the Broadcast Media
Promotion via the Internet
Promotional Strategies
Public Service, Issue, and Political Announcements
Public Service Announcements
Radio PSAs
Television PSAs
Opportunities for Writing PSAs
Issue Announcements
Political Announcements
The Broadcast Campaign
Broadcast Campaign Structure
Examples of Campaigns
Writing News Stories
The Electronic News Lead
Lead Structure
Story Structure
Writing Rules for Broadcast News
News for Radio
News for Television
Writing for the Internet
Interactivity
Links
Planning a Web Site
Advertising on the Web
News on the Web
Corporate Programs
Objectives
Budget
Outline
Research
Production
Evaluation
Script Considerations
Script Formats
Writing Suggestions
Writing the Teleplay
Characteristics of the Electronic Media
Production Methods
Elements of Playwriting
Script Format
Glossary
Bibliography
Index

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