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Copywriting For The Electronic Media With Infotrac: A Practical Guide,9780534629144
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Copywriting For The Electronic Media With Infotrac: A Practical Guide

by
Edition:
5th
ISBN13:

9780534629144

ISBN10:
0534629148
Format:
Paperback
Pub. Date:
3/24/2005
Publisher(s):
Wadsworth Publishing
List Price: $225.66

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This is the 5th edition with a publication date of 3/24/2005.
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Summary

COPYWRITING FOR THE ELECTRONIC MEDIA 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 in a variety of venues (radio, television, new media, etc.). Realistic situations typical of entry-level copywriting positions are included. Along with the usual copywriting materials, the text includes material not always found in texts, such as a chapter on copywriting style, another on consumer behavior and another on legal and ethical aspects of copywriting. Examples of storyboards and actual aired copy are used extensively to help students understand the concepts. This variety strengthens the real-world orientation to copywriting in the electronic media.

Table of Contents

Part 1: The Broadcast Copywriter
The Broadcast Copywriter
1(16)
A Model of Communication
2(2)
Basic Definitions
4(1)
Stations, Agencies, Cable TV, and Related Industries
5(1)
Writing Principles
5(1)
Qualifications of the Copywriter
5(2)
A Sense of Inquiry
6(1)
Discipline
6(1)
Ability to Keyboard and Use Computers
6(1)
Knowledge of the Language
6(1)
Knowledge of the Media
7(1)
Dealing with Matters of Taste
7(1)
Creativity and Copywriting
7(10)
Points to Remember
9(1)
Exercises
10(7)
Part 2: Copywriting Elements
Copywriting Style---Basic Mechanics
17(24)
Copy Appearance
18(5)
Radio
18(1)
Sample Script
18(1)
Script Format Conventions
19(1)
Television
19(1)
Sample Script
19(1)
Script Format Conventions
19(1)
Lengthy Copy
20(1)
The Importance of Neatness
20(1)
The Hazards of Simplification
21(1)
Abbreviations
22(1)
Keyboard Symbols
22(1)
Time of Day
22(1)
Web Addresses
23(1)
Keeping It Conversational
23(5)
Contractions
23(1)
Cliches and Superlatives
24(1)
Cliches
24(1)
Superlatives
24(1)
Question Lead-Ins
25(1)
Point of View
25(1)
Punctuation
25(1)
The Period
25(1)
The Question Mark
25(1)
The Exclamation Point
26(1)
The Comma
26(1)
The Dash
26(1)
The Ellipsis
27(1)
The Hyphen
27(1)
The Underline
27(1)
Numbers
27(1)
Telephone Numbers
27(1)
Street Addresses
28(1)
Pronunciation
28(1)
A Brief Grammar Review
28(13)
Pronouns
28(1)
The Reflexive Pronoun
29(1)
Pronoun Case
29(1)
Indefinite Pronouns
29(1)
Adverbs
30(1)
Verbs
30(1)
Subject-Verb Agreement
30(1)
Troublesome Verb Sets
30(1)
Active versus Passive Verbs
31(1)
Verbs to Avoid
31(1)
Awkward Sentences
31(1)
Spelling Problems
31(1)
Additional Writing Rules in Brief
32(1)
Points to Remember
32(3)
Exercises
35(6)
The Legal and Ethical Implications of Writing Copy
41(16)
Federal Regulation
42(4)
The Federal Communications Commission
42(1)
Sponsorship Identification
42(1)
Payola and Plugola
43(1)
Station-Conducted Contests
43(1)
Political Sponsorship Identification
43(1)
Liquor Advertising
44(1)
The Federal Trade Commission
44(1)
Deceptive Advertising
44(1)
Rigged Demonstrations
44(1)
Testimonials and Endorsements
45(1)
Comparative Advertising
45(1)
Research Data
45(1)
Truth in Lending
46(1)
State Regulation
46(4)
Professional Services
46(3)
Lotteries
49(1)
State-Run Lotteries
50(1)
Casino Gambling
50(1)
Self-Regulation
50(2)
Stereotyping
51(1)
Gender Stereotypes
51(1)
Ethnic Stereotypes
51(1)
Cable Advertising
52(5)
Points to Remember
54(1)
Exercises
55(2)
Part 3: Advertising Basics
Consumer Behavior
57(14)
Personal Characteristics
58(2)
Cultural Factors
58(1)
Subcultures
58(1)
Social Class
59(1)
Social Factors
60(2)
Status
60(1)
Family
60(2)
Reference Groups
62(1)
Personal Elements
62(9)
Age and Life Cycle
62(2)
Occupation
64(1)
Lifestyle
64(1)
VALS
65(2)
Points to Remember
67(1)
Exercises
68(3)
Motivation
71(18)
The Structure of Motivation
72(1)
Maslow's Hierarchy of Needs
72(2)
McGuire's Psychological Motives
74(4)
Self-Expression
75(1)
Novelty
75(1)
Reinforcement
75(1)
Affiliation
75(3)
Modeling
78(1)
Ego-Defense
78(1)
Categories of Appeals
78(5)
Emotional Appeals
78(2)
Emotion Arousal
80(1)
Emotion Reduction
80(1)
Eliciting Particular Emotions
80(1)
Rational Appeals
80(1)
Price
80(2)
Quality
82(1)
Moral Appeals
82(1)
Other Appeals
82(1)
Humor
82(1)
Celebrity
83(1)
Five Senses
83(1)
Features and Benefits
83(6)
Points to Remember
85(1)
Exercises
86(3)
Organizing the Broadcast Commercial
89(6)
Organizing the Message
90(1)
The A.I.D.A. Formula
90(3)
Attention
90(1)
Interest
90(1)
Desire
91(1)
Action
91(1)
A.I.D.A. Summary
91(1)
The A.I.D.A. Formula in Action
91(2)
National versus Local Commercials
93(2)
Points to Remember
93(1)
Exercises
94(1)
Broadcast Copy Preparation
95(14)
The Copy Platform
96(8)
Client and Product, Service, or Store
96(1)
Objective
96(1)
Target Audience
97(1)
Geography
97(1)
Demographics
98(1)
Age and Life Cycles
98(1)
Gender
99(1)
Income, Education, and Occupation
99(1)
Psychographics
100(1)
Sales Slogan
100(1)
Bonus Items
100(1)
Approach
101(2)
Positioning
103(1)
Sources of Copy Information
104(3)
The Salesperson
106(1)
Newspaper and Magazine Ads
106(1)
Brochures and Pamphlets
106(1)
Prepared Announcements
106(1)
The Client
106(1)
Copy Preparation and Traffic
107(2)
Points to Remember
107(1)
Exercises
108(1)
Part 4: Radio Copywriting
The Radio Commercial: The Mechanics
109(14)
Radio Today
110(2)
How Radio Is Delivered
110(1)
Strengths of Radio
111(1)
Radio Can Target Specific Audiences
111(1)
Radio Is Mobile
111(1)
Radio Is Intrusive
111(1)
Radio Is Flexible
111(1)
Weaknesses of Radio
112(1)
Radio Is Aural Only
112(1)
Radio Messages Are Short-Lived
112(1)
Radio Listening Is Prone to Distraction
112(1)
Radio Basics
112(1)
Timing Radio Copy
112(1)
Gaining Attention
112(1)
Terminology
113(1)
Radio Copy and Commercial Formats
113(5)
Single-Voice Copy
114(1)
Two-Voice Copy
114(1)
Dialog Copy
115(1)
Sound Effects and Music
116(1)
Sound Effects
116(1)
Music
116(2)
Donut Copy
118(1)
Live Ad-Lib Copy
118(1)
Production Copy
118(1)
Radio and the Internet
119(4)
Points to Remember
120(1)
Exercises
121(2)
Types of Radio Copy
123(10)
Straight Copy
124(1)
Hard Sell Copy
124(1)
Institutional Copy
125(1)
Spokesperson Copy
126(2)
The Sponsor as Spokesperson
126(1)
Endorsements
127(1)
Testimonials
127(1)
Humorous Copy
128(5)
Points to Remember
130(1)
Exercises
131(2)
Part 5: Television Copywriting
The Television Commercial: The Mechanics
133(34)
Television Today
134(3)
Television Stations
134(1)
Strengths of Television
134(1)
Weaknesses of Television
135(1)
Cable Television
135(1)
Strengths of Cable
136(1)
Disadvantages of Cable
136(1)
High Definition Television
136(1)
Television Commercial Formats
137(6)
The TV Script
137(1)
The TV Storyboard
138(3)
Building a Storyboard
141(1)
Timing Copy
141(2)
Television Commercial Production Styles
143(1)
Studio Production
143(1)
Voice-Over
143(1)
Electronic Field Production
144(1)
Producing TV Commercials
144(8)
Shot Composition
145(1)
Physical Camera Movement
146(1)
Transitions
146(1)
Special Effects
146(1)
Additional Terminology
147(1)
Using Special Effects
148(1)
Using Graphics
149(1)
Film versus Tape
149(1)
Animation
149(1)
Television Soundtracks as Radio Spots
149(2)
Keeping the Spot Producible
151(1)
The Production Budget
151(1)
Guidelines for Writing Television Spots
152(15)
Gaining Attention
152(1)
Identifying the Client or Product Name
153(1)
Balancing Audio and Video
154(2)
Emphasizing One Main Idea
156(1)
Avoiding Overwriting
156(1)
Stressing the Final Shot
157(1)
Points to Remember
157(2)
Exercises
159(8)
Types of Television Commercials
167(30)
The Copy Platform
168(1)
Choosing the Approach
168(29)
The Problem-Solution Approach
169(1)
The Demonstration Approach
169(2)
The Situation Approach
171(2)
The Spokesperson Approach
173(2)
The Product-as-Star Approach
175(2)
The Direct-Response Approach
177(1)
Variations on Six Themes
177(4)
Points to Remember
181(1)
Exercises
182(15)
Part 6: The Electronic Media: Other Writing Needs
Promotion
197(16)
Promotion in the Electronic Media
198(2)
Television
198(1)
Radio
199(1)
Cable
199(1)
Promotion via the Internet
200(1)
Radio
200(1)
Television
200(1)
Promotional Strategies
200(13)
Promos
202(1)
Specific Promos
202(1)
Generic Promos
203(3)
More Promo Basics
206(1)
IDs
206(1)
Teasers and Bumpers
207(1)
Logos
207(1)
Jingle and Image Packages
208(2)
Points to Remember
210(1)
Exercises
211(2)
Public Service, Issue, and Political Announcements
213(20)
Public Service Announcements
214(6)
Choosing the Type of PSA
214(1)
Informational PSAs
214(1)
Idea-or Goal-Oriented PSAs
215(1)
Planning the PSA
215(1)
Researching the Organization
215(3)
Identifying Audience Sensibilities
218(1)
Framing the Appeal
218(2)
Radio PSAs
220(1)
Television PSAs
221(1)
Opportunities for Writing PSAs
222(1)
Issue Announcements
223(3)
Advocacy Ads
223(2)
Rebuttal Ads
225(1)
Political Announcements
226(7)
Introducing a Candidate
227(1)
Presenting the Candidates Record
227(1)
Arguing the Issues
228(1)
Building an Image
228(1)
Making Political Comparisons
229(1)
Building Credibility
229(1)
Points to Remember
229(2)
Exercises
231(2)
The Broadcast Campaign
233(18)
Broadcast Campaign Structure
234(4)
The Client and Competition Analysis
234(1)
Analyzing the Client
234(1)
Identifying Client Strengths and Weaknesses
235(1)
Analyzing the Competition
235(1)
Objectives
236(1)
Target Audience
237(1)
Sales Slogan
237(1)
Bonus Items
237(1)
Positioning
237(1)
Approach
238(1)
Examples of Campaigns
238(13)
Middleton Lawn & Pest Control
238(3)
Florida Libraries
241(1)
Red Lobster
241(1)
WHOI-TV
242(2)
WFTV
244(2)
Points to Remember
246(1)
Exercises
247(4)
Writing News Stories
251(16)
Newsworthiness
252(1)
Prominence
252(1)
Conflict
252(1)
Proximity
252(1)
Timeliness
252(1)
Human-Interest Stories
253(1)
Good Video
253(1)
The Electronic News Lead
253(1)
Telling ``What?''
253(1)
Telling ``Where?''
254(1)
Lead Structure
254(1)
The Hard News Lead
254(1)
The Soft News Lead
254(1)
Story Structure
255(1)
Writing Rules for Broadcast News
256(1)
Names and Titles
257(1)
Capitalization and Spacing
257(1)
News for Radio
257(2)
Types of Radio News Stories
258(1)
Actualities
258(1)
Wraparounds
258(1)
Radio News Writing Basics
259(1)
Immediacy
259(1)
Length
259(1)
News for Television
259(8)
Television News Scripts
260(1)
The Split Page
260(1)
Types of Television News Stories
261(1)
Read Stories
261(1)
Voice-Overs (V/O)
261(1)
Sound Bites
262(1)
Television News Writing Basics
263(1)
Points to Remember
263(2)
Exercises
265(2)
Writing for the Internet
267(12)
Interactivity
268(1)
Links
268(1)
Planning a Website
269(1)
Web Target Audience
269(1)
Goals and Objectives of the Site
269(1)
Designing the Website
269(1)
Advertising on the Web
270(1)
Measuring Online Advertising
270(1)
Types of Advertisements
270(1)
Banner Ads
270(1)
Logos
270(1)
Cube Ads
270(1)
Pop-Up Ads
270(1)
Button Ads
271(1)
Interstitial or Intermercial Ads
271(1)
Keyword Ads
271(1)
News on the Web
271(8)
Web Writing Principles
274(1)
Television Online
275(1)
Points to Remember
275(2)
Exercises
277(2)
Corporate Programs
279(12)
Objectives
280(1)
Budget
280(1)
Outline
281(1)
Research
281(1)
Production
281(1)
Evaluation
281(1)
Script Considerations
282(2)
On-Camera Spokesperson
282(1)
Voice-Overs
282(1)
Interviews
283(1)
Documentaries
283(1)
Dramatic Formats
283(1)
Script Formats
284(3)
Two-Column Format
284(2)
Screenplay Format
286(1)
Writing Suggestions
287(4)
Points to Remember
288(1)
Exercises
289(2)
Writing the Teleplay
291(10)
Characteristics of the Electronic Media
292(1)
Television
292(1)
Visualization
292(1)
Scale
292(1)
Pace
292(1)
Coexpression
293(1)
Production Methods
293(1)
Film
293(1)
Tape
293(1)
Live Production
294(1)
Elements of Playwriting
294(1)
Exposition
294(1)
Plot
294(1)
Character
295(1)
Dialog
295(1)
Script Format
295(6)
Title Page
295(1)
Page Numbers
296(1)
The First Scene
296(1)
Scene Heading
296(1)
Scene Descriptions
296(1)
Dialog
296(1)
Transition Cues
297(1)
Points to Remember
298(1)
Exercises
299(2)
Glossary 301(4)
Bibliography 305(2)
Index 307


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