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Copywriting for the Electronic Media : A Practical Guide

by
Edition:
6th
ISBN13:

9780495411178

ISBN10:
0495411175
Format:
Paperback
Pub. Date:
1/3/2008
Publisher(s):
Cengage Learning
List Price: $215.95

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Summary

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.

Author Biography

Milan D. Meeske is a professor of radio and television in the Nicholson School of Communication at the University of Central Florida in Orlando.

Table of Contents

The Broadcast Copywriter
The Broadcast Copywriter
Copywriting Elements
Copywriting Style
Basic Mechanics
The Legal and Ethical Implications of Writing Copy
Advertising Basics
Consumer Behavior
Motivation
Organizing the Broadcast Commercial
Broadcast Copy Preparation
Radio Copywriting
The Radio Commercial: The Mechanics
Types of Radio Copy
Television Copywriting
The Television Commercial: The Mechanics
Types of Television Commercials
The Electronic Media: Other Writing Needs
Promotion
Public Service, Issue, and Political Announcements
The Broadcast Campaign
Writing News Stories
Writing for the Internet
Corporate Programs
Getting the First Job
Table of Contents provided by Publisher. All Rights Reserved.


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