Copywriting for the Electronic Media: A Practical Guide / Edition 6

Copywriting for the Electronic Media: A Practical Guide / Edition 6

by Milan D. Meeske
ISBN-10:
0495411175
ISBN-13:
9780495411178
Pub. Date:
01/03/2008
Publisher:
Cengage Learning
Select a Purchase Option (REV)
  • purchase options
    $58.18 $264.95 Save 78%
    • Free return shipping at the end of the rental period details
    • Textbook Rentals in 3 Easy Steps  details
    icon-error
    Note: Access code and/or supplemental material are not guaranteed to be included with textbook rental or used textbook.
  • purchase options
    $127.49 $264.95 Save 52% Current price is $127.49, Original price is $264.95. You Save 52%.
    icon-error
    Note: Access code and/or supplemental material are not guaranteed to be included with textbook rental or used textbook.
  • purchase options

Overview

Copywriting for the Electronic Media: A Practical Guide / Edition 6

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.

Product Details

ISBN-13: 9780495411178
Publisher: Cengage Learning
Publication date: 01/03/2008
Edition description: REV
Pages: 336
Product dimensions: 8.30(w) x 10.70(h) x 0.70(d)

Table of Contents

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.

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews