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

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

by Milan D. Meeske


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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)

About 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. He is coauthor of ELECTRONIC MEDIA IN GOVERNMENT and has written chapters for several other books.

Table of Contents

Part 1The Broadcast Copywriter
1The Broadcast Copywriter1
A Model of Communication2
Basic Definitions4
Stations, Agencies, Cable TV, and Related Industries5
Writing Principles5
Qualifications of the Copywriter5
Creativity and Copywriting7
Part 2Copywriting Elements
2Copywriting Style--Basic Mechanics17
Copy Appearance18
Keeping It Conversational23
A Brief Grammar Review28
3The Legal and Ethical Implications of Writing Copy41
Federal Regulation42
State Regulation46
Cable Advertising54
Part 3Advertising Basics
4Consumer Behavior57
Personal Characteristics58
Social Factors60
Personal Elements62
The Structure of Motivation72
Maslow's Hierarchy of Needs72
McGuire's Psychological Motives74
Categories of Appeals78
Features and Benefits83
6Organizing the Broadcast Commercial89
Organizing the Message90
The A.I.D.A. Formula90
National versus Local Commercials93
7Broadcast Copy Preparation95
The Copy Platform96
Sources of Copy Information104
Copy Preparation and Traffic107
Part 4Radio Copywriting
8The Radio Commercial: The Mechanics109
Radio Today110
Radio Basics112
Radio Copy and Commercial Formats113
Donut Copy118
Live Ad-Lib Copy118
Production Copy118
Radio and the Internet119
9Types of Radio Copy123
Straight Copy124
Hard Sell Copy124
Institutional Copy125
Spokesperson Copy126
Humorous Copy128
Part 5Television Copywriting
10The Television Commercial: The Mechanics133
Television Today134
Television Commercial Formats136
Television Commercial Production Styles142
Producing TV Commercials143
Guidelines for Writing Television Spots151
11Types of Television Commercials167
The Copy Platform168
Choosing the Approach168
Part 6The Electronic Media: Other Writing Needs
Promotion in the Broadcast Media198
Promotion via the Internet200
Promotional Strategies200
13Public Service, Issue, and Political Announcements213
Public Service Announcements214
Radio PSAs220
Television PSAs221
Opportunities for Writing PSAs222
Issue Announcements223
Political Announcements225
14The Broadcast Campaign233
Broadcast Campaign Structure234
Examples of Campaigns238
15Writing News Stories251
The Electronic News Lead252
Lead Structure253
Story Structure253
Writing Rules for Broadcast News254
News for Radio255
News for Television257
16Writing for the Internet265
Planning a Web Site267
Advertising on the Web268
News on the Web269
17Corporate Programs275
Script Considerations278
Script Formats280
Writing Suggestions282
18Writing the Teleplay285
Characteristics of the Electronic Media286
Production Methods287
Elements of Playwriting288
Script Format289

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