Copywriting for the Electronic Media: A Practical Guide (with InfoTrac) / Edition 5

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Are you hoping to break into the exciting world of copywriting? With COPYWRITING FOR THE ELECTRONIC MEDIA: A PRACTICAL GUIDE (WITH INFOTRAC) you will discover how to write effective copy for all types of electronic media. Nearly 80 writing assignments and examples of actual scripts, storyboards, PSAs, and promotional spots prepare you to write short, persuasive messages in a variety of venues (radio, television, new media, etc.). You'll get a glimpse of ealistic situations typical of entry-level copywriting positions along with coverage of copywriting style, consumer behavior and legal and ethical aspects of copywriting. Complete with skill-building exercises, nearly 80 writing assignments and examples of storyboards and actual aired copy, this book helps you build the understanding and skills you need for a career in this field.

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Editorial Reviews

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 (
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Product Details

  • ISBN-13: 9780534629144
  • Publisher: Cengage Learning
  • Publication date: 3/24/2005
  • Series: Broadcast and Productions Series
  • Edition description: with 4 Months of Infotrac
  • Edition number: 5
  • Pages: 336
  • Product dimensions: 8.70 (w) x 10.90 (h) x 0.49 (d)

Meet the Author

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

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Table of Contents

Part 1 The Broadcast Copywriter
1 The Broadcast Copywriter 1
A Model of Communication 2
Basic Definitions 4
Stations, Agencies, Cable TV, and Related Industries 5
Writing Principles 5
Qualifications of the Copywriter 5
Creativity and Copywriting 7
Part 2 Copywriting Elements
2 Copywriting Style--Basic Mechanics 17
Copy Appearance 18
Keeping It Conversational 23
A Brief Grammar Review 28
3 The Legal and Ethical Implications of Writing Copy 41
Federal Regulation 42
State Regulation 46
Self-Regulation 51
Cable Advertising 54
Part 3 Advertising Basics
4 Consumer Behavior 57
Personal Characteristics 58
Social Factors 60
Personal Elements 62
5 Motivation 71
The Structure of Motivation 72
Maslow's Hierarchy of Needs 72
McGuire's Psychological Motives 74
Categories of Appeals 78
Features and Benefits 83
6 Organizing the Broadcast Commercial 89
Organizing the Message 90
The A.I.D.A. Formula 90
National versus Local Commercials 93
7 Broadcast Copy Preparation 95
The Copy Platform 96
Sources of Copy Information 104
Copy Preparation and Traffic 107
Part 4 Radio Copywriting
8 The Radio Commercial: The Mechanics 109
Radio Today 110
Radio Basics 112
Radio Copy and Commercial Formats 113
Donut Copy 118
Live Ad-Lib Copy 118
Production Copy 118
Radio and the Internet 119
9 Types of Radio Copy 123
Straight Copy 124
Hard Sell Copy 124
Institutional Copy 125
Spokesperson Copy 126
Humorous Copy 128
Part 5 Television Copywriting
10 The Television Commercial: The Mechanics 133
Television Today 134
Television Commercial Formats 136
Television Commercial Production Styles 142
Producing TV Commercials 143
Guidelines for Writing Television Spots 151
11 Types of Television Commercials 167
The Copy Platform 168
Choosing the Approach 168
Part 6 The Electronic Media: Other Writing Needs
12 Promotion 197
Promotion in the Broadcast Media 198
Promotion via the Internet 200
Promotional Strategies 200
13 Public Service, Issue, and Political Announcements 213
Public Service Announcements 214
Radio PSAs 220
Television PSAs 221
Opportunities for Writing PSAs 222
Issue Announcements 223
Political Announcements 225
14 The Broadcast Campaign 233
Broadcast Campaign Structure 234
Examples of Campaigns 238
15 Writing News Stories 251
The Electronic News Lead 252
Lead Structure 253
Story Structure 253
Writing Rules for Broadcast News 254
News for Radio 255
News for Television 257
16 Writing for the Internet 265
Interactivity 266
Links 266
Planning a Web Site 267
Advertising on the Web 268
News on the Web 269
17 Corporate Programs 275
Objectives 276
Budget 276
Outline 277
Research 277
Production 277
Evaluation 277
Script Considerations 278
Script Formats 280
Writing Suggestions 282
18 Writing the Teleplay 285
Characteristics of the Electronic Media 286
Production Methods 287
Elements of Playwriting 288
Script Format 289
Glossary 295
Bibliography 299
Index 301
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