Copywriting for the Electronic Media A Practical Guide (with InfoTrac)

by Meeske, Milan D.

• ISBN13: 9780534629144
• ISBN10: 0534629148
• Edition: 5th
• Format: Paperback
• Copyright: 2005-03-24
• Publisher: Wadsworth Publishing

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