Copywriting for the Electronic Media A Practical Guide

by Meeske, Milan D.

• ISBN13: 9780495411178
• ISBN10: 0495411175
• Additional ISBN(s): 9780495898856, 9780534629144
• Edition: 6th
• Format: Paperback
• Copyright: 2008-01-03
• Publisher: Cengage Learning
• More Book Details

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

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