Copywriting for the Electronic Media A Practical Guide

by Meeske, Milan D.

• ISBN13: 9780534507541
• ISBN10: 0534507549
• Format: Paperback
• Copyright: 1997-07-09
• Publisher: Wadsworth Publishing

Summary

This text helps students learn how to write effective commercials for all types of electronic media. 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. Close to 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

The Broadcast Copywriter
The Broadcast Copywriter	p. 1
A Model of Communication	p. 2
Basic Definitions	p. 4
Stations, Agencies, Cable TV, and Related Industries	p. 5
Writing Principles	p. 5
Qualifications of the Copywriter	p. 5
Creativity and Copywriting	p. 7
Copywriting Elements
Copywriting Style--Basic Mechanics	p. 17
Copy Appearance	p. 18
Keeping It Conversational	p. 23
A Brief Grammar Review	p. 28
The Legal and Ethical Implications of Writing Copy	p. 41
Federal Regulation	p. 42
State Regulation	p. 46
Self-Regulation	p. 51
Cable Advertising	p. 54
Advertising Basics
Consumer Behavior	p. 57
Personal Characteristics	p. 58
Social Factors	p. 60
Personal Elements	p. 62
Motivation	p. 71
The Structure of Motivation	p. 72
Maslow's Hierarchy of Needs	p. 72
McGuire's Psychological Motives	p. 74
Categories of Appeals	p. 78
Features and Benefits	p. 83
Organizing the Broadcast Commercial	p. 89
Organizing the Message	p. 90
The A.I.D.A. Formula	p. 90
National versus Local Commercials	p. 93
Broadcast Copy Preparation	p. 95
The Copy Platform	p. 96
Sources of Copy Information	p. 104
Copy Preparation and Traffic	p. 107
Radio Copywriting
The Radio Commercial: The Mechanics	p. 109
Radio Today	p. 110
Radio Basics	p. 112
Radio Copy and Commercial Formats	p. 113
Donut Copy	p. 118
Live Ad-Lib Copy	p. 118
Production Copy	p. 118
Radio and the Internet	p. 119
Types of Radio Copy	p. 123
Straight Copy	p. 124
Hard Sell Copy	p. 124
Institutional Copy	p. 125
Spokesperson Copy	p. 126
Humorous Copy	p. 128
Television Copywriting
The Television Commercial: The Mechanics	p. 133
Television Today	p. 134
Television Commercial Formats	p. 136
Television Commercial Production Styles	p. 142
Producing TV Commercials	p. 143
Guidelines for Writing Television Spots	p. 151
Types of Television Commercials	p. 167
The Copy Platform	p. 168
Choosing the Approach	p. 168
The Electronic Media: Other Writing Needs
Promotion	p. 197
Promotion in the Broadcast Media	p. 198
Promotion via the Internet	p. 200
Promotional Strategies	p. 200
Public Service, Issue, and Political Announcements	p. 213
Public Service Announcements	p. 214
Radio PSAs	p. 220
Television PSAs	p. 221
Opportunities for Writing PSAs	p. 222
Issue Announcements	p. 223
Political Announcements	p. 225
The Broadcast Campaign	p. 233
Broadcast Campaign Structure	p. 234
Examples of Campaigns	p. 238
Writing News Stories	p. 251
The Electronic News Lead	p. 252
Lead Structure	p. 253
Story Structure	p. 253
Writing Rules for Broadcast News	p. 254
News for Radio	p. 255
News for Television	p. 257
Writing for the Internet	p. 265
Interactivity	p. 266
Links	p. 266
Planning a Web Site	p. 267
Advertising on the Web	p. 268
News on the Web	p. 269
Corporate Programs	p. 275
Objectives	p. 276
Budget	p. 276
Outline	p. 277
Research	p. 277
Production	p. 277
Evaluation	p. 277
Script Considerations	p. 278
Script Formats	p. 280
Writing Suggestions	p. 282
Writing the Teleplay	p. 285
Characteristics of the Electronic Media	p. 286
Production Methods	p. 287
Elements of Playwriting	p. 288
Script Format	p. 289
Glossary	p. 295
Bibliography	p. 299
Index	p. 301
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