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COPYWRITING FOR THE ELECTRONIC MEDIA, A PRACTICAL GUIDE, Sixth Edition, prepares you to write effective copy for all types of electronic media, with an emphasis on commercial writing and a valuable real-world orientation to this exciting field. A brief grammar review illustrates grammar principles as they apply to broadcast writing, helping you refresh these essential skills. Numerous scripts, storyboards, PSAs, and promotional spots present key examples as you learn to write short, persuasive messages for radio, television, and new media. A new chapter on "Getting the First Job" reveals what you should expect in entry-level copywriting positions.
Taking into account the many changes in electronic media since the last edition, this text covers aspects of copywriting such as tone and grammar; basic style mechanics and legal and ethical considerations; advertising basics including consumer behavior, motivation, planning and structuring commercials, and adapting a commercial to an audience; the mechanics of radio and television copywriting; and specialized forms of electronic media content other than commercials such as public service and political announcements, broadcast news, online material, and teleplays. Makes abundant use of writing exercises and contains plentiful examples of aired copy. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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.
Part 1: THE BROADCAST COPYWRITER. 1. The Broadcast Copywriter. Part 2: COPYWRITING ELEMENTS. 2. Copywriting Style—Basic Mechanics. 3. The Legal and Ethical Implications of Writing Copy. Part 3: ADVERTISING BASICS. 4. Consumer Behavior. 5. Motivation. 6. Organizing the Broadcast Commercial. 7. Broadcast Copy Preparation. Part 4: RADIO COPYWRITING. 8. The Radio Commercial: The Mechanics. 9. Types of Radio Copy. Part 5: TELEVISION COPYWRITING. 10. The Television Commercial: The Mechanics. 11. Types of Television Commercials. Part 6: THE ELECTRONIC MEDIA: OTHER WRITING NEEDS. 12. Promotion. 13. Public Service, Issue, and Political Announcements. 14. The Broadcast Campaign. 15. Writing News Stories. 16. Writing for the Internet. 17. Corporate Programs. 18. Getting the First Job.