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Copywriting for the Electronic Media With Infotrac: A Practical Guide,9780534526603
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Copywriting for the Electronic Media With Infotrac: A Practical Guide

by
Edition:
4th
ISBN13:

9780534526603

ISBN10:
0534526608
Format:
Paperback
Pub. Date:
7/24/2002
Publisher(s):
Wadsworth Publishing
List Price: $96.66
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Summary

This text helps students learn how to write effective copy for all types of electronic media with an emphasis on commercial writing. 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. Nearly 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.

Table of Contents

Part 1: COPYWRITING ELEMENTS
1. The Broadcast Copywriter
2. Copywriting Style-Basic Mechanics
3. The Legal and Ethical Implications of Writing Copy
Part 2: ADVERTISING BASICS
4. Consumer Behavior
5. Motivation
Part 3: COMMERCIAL COPYWRITING RULES
6. Organizing the Broadcast Commercial
7. Broadcast Copy Preparation
Part 4: RADIO AND TELEVISION COPYWRITING
8. The Radio Commercial: The Mechanics
9. Types of Radio Copy
10. The Television Commercial: The Mechanics
11. Types of Television Commercials
Part 5: COPYWRITING FOR OTHER TYPES OF MEDIA
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. Writing the Teleplay


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