Copywriting for the Electronic Media A Practical Guide

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  • Format: Paperback
  • Copyright: 1997-07-09
  • Publisher: Wadsworth Publishing

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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 Copywriterp. 1
A Model of Communicationp. 2
Basic Definitionsp. 4
Stations, Agencies, Cable TV, and Related Industriesp. 5
Writing Principlesp. 5
Qualifications of the Copywriterp. 5
Creativity and Copywritingp. 7
Copywriting Elements
Copywriting Style--Basic Mechanicsp. 17
Copy Appearancep. 18
Keeping It Conversationalp. 23
A Brief Grammar Reviewp. 28
The Legal and Ethical Implications of Writing Copyp. 41
Federal Regulationp. 42
State Regulationp. 46
Self-Regulationp. 51
Cable Advertisingp. 54
Advertising Basics
Consumer Behaviorp. 57
Personal Characteristicsp. 58
Social Factorsp. 60
Personal Elementsp. 62
Motivationp. 71
The Structure of Motivationp. 72
Maslow's Hierarchy of Needsp. 72
McGuire's Psychological Motivesp. 74
Categories of Appealsp. 78
Features and Benefitsp. 83
Organizing the Broadcast Commercialp. 89
Organizing the Messagep. 90
The A.I.D.A. Formulap. 90
National versus Local Commercialsp. 93
Broadcast Copy Preparationp. 95
The Copy Platformp. 96
Sources of Copy Informationp. 104
Copy Preparation and Trafficp. 107
Radio Copywriting
The Radio Commercial: The Mechanicsp. 109
Radio Todayp. 110
Radio Basicsp. 112
Radio Copy and Commercial Formatsp. 113
Donut Copyp. 118
Live Ad-Lib Copyp. 118
Production Copyp. 118
Radio and the Internetp. 119
Types of Radio Copyp. 123
Straight Copyp. 124
Hard Sell Copyp. 124
Institutional Copyp. 125
Spokesperson Copyp. 126
Humorous Copyp. 128
Television Copywriting
The Television Commercial: The Mechanicsp. 133
Television Todayp. 134
Television Commercial Formatsp. 136
Television Commercial Production Stylesp. 142
Producing TV Commercialsp. 143
Guidelines for Writing Television Spotsp. 151
Types of Television Commercialsp. 167
The Copy Platformp. 168
Choosing the Approachp. 168
The Electronic Media: Other Writing Needs
Promotionp. 197
Promotion in the Broadcast Mediap. 198
Promotion via the Internetp. 200
Promotional Strategiesp. 200
Public Service, Issue, and Political Announcementsp. 213
Public Service Announcementsp. 214
Radio PSAsp. 220
Television PSAsp. 221
Opportunities for Writing PSAsp. 222
Issue Announcementsp. 223
Political Announcementsp. 225
The Broadcast Campaignp. 233
Broadcast Campaign Structurep. 234
Examples of Campaignsp. 238
Writing News Storiesp. 251
The Electronic News Leadp. 252
Lead Structurep. 253
Story Structurep. 253
Writing Rules for Broadcast Newsp. 254
News for Radiop. 255
News for Televisionp. 257
Writing for the Internetp. 265
Interactivityp. 266
Linksp. 266
Planning a Web Sitep. 267
Advertising on the Webp. 268
News on the Webp. 269
Corporate Programsp. 275
Objectivesp. 276
Budgetp. 276
Outlinep. 277
Researchp. 277
Productionp. 277
Evaluationp. 277
Script Considerationsp. 278
Script Formatsp. 280
Writing Suggestionsp. 282
Writing the Teleplayp. 285
Characteristics of the Electronic Mediap. 286
Production Methodsp. 287
Elements of Playwritingp. 288
Script Formatp. 289
Glossaryp. 295
Bibliographyp. 299
Indexp. 301
Table of Contents provided by Syndetics. All Rights Reserved.

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