Copywriting for the Electronic Media: A Practical Guide / Edition 2

Copywriting for the Electronic Media: A Practical Guide / Edition 2

by Milan D. Meeske
     
 

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.

Product Details

ISBN-13:
9780534156244
Publisher:
Wadsworth
Publication date:
09/28/1991
Edition description:
Older Edition
Pages:
377
Product dimensions:
8.58(w) x 11.00(h) x 0.70(d)

Table of Contents

Pt. 1 The Broadcast Copywriter

Ch. 1 The Broadcast Copywriter 1

Pt. 2 Copywriting Elements

Ch. 2 Copywriting style - Basic Mechanics 15

Ch. 3 The Legal and Ethical Implications of Writing Copy 37

Pt. 3 Advertising Basics

Ch. 4 Consumer Behavior 53

Ch. 5 Motivation 67

Ch. 6 Organizing the Broadcast Commercial 85

Ch. 7 Broadcast Copy Preparation 93

Pt. 4 Radio Copywriting

Ch. 8 The Radio Commercial: The Mechanics 111

Ch. 9 Types of Radio Copy 125

Pt. 5 Television Copywriting

Ch. 10 The Television Commercial: The Mechanics 135

Ch. 11 Types of Television Commercials 169

Pt. 6 The Electronic Media: Other Writing Needs

Ch. 12 Promotion 199

Ch. 13 Public Service, Issue, and Political Announcements 215

Ch. 14 The Broadcast Campaign 235

Ch. 15 Writing News Stories 253

Ch. 16 Writing for the Internet 267

Ch. 17 Corporate Programs 279

Ch. 18 Getting the First Job 291

Glossary 299

Bibliography 303

Index 305

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