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

by Meeske, Milan D.

• ISBN13: 9780534526603
• ISBN10: 0534526608
• Format: Paperback
• Copyright: 2002-07-24
• Publisher: Wadsworth Publishing

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