Copywriting for the Electronic Media: A Practical Guide

Copywriting for the Electronic Media: A Practical Guide

by Milan D. Meeske, R. C. Norris
     
 

This text helps students learn how to write effective commercials for all types of electronic media. 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. Close to 80 writing assignments and numerous examples of actual scripts, storyboards, PSAs, and… See more details below

Overview

This text helps students learn how to write effective commercials for all types of electronic media. 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. Close to 80 writing assignments and numerous examples of actual scripts, storyboards, PSAs, and promotional spots prepare students to write short, persuasive messages for local stations and cable systems, where most beginning copywriting jobs are found.

Editorial Reviews

Booknews
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)

Product Details

ISBN-13:
9780534066369
Publisher:
Wadsworth
Publication date:
08/28/1986
Series:
Wadsworth Series in Mass Communication
Pages:
367

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