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Copywriting for Electronic Media : Practical Guide

Copywriting for Electronic Media : Practical Guide - 6th edition

ISBN13: 978-0495411178

Cover of Copywriting for Electronic Media : Practical Guide 6TH 09 (ISBN 978-0495411178)
ISBN13: 978-0495411178
ISBN10: 0495411175
Cover type: Paperback
Edition/Copyright: 6TH 09
Publisher: Wadsworth, Inc
Published: 2009
International: No
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Copywriting for Electronic Media : Practical Guide - 6TH 09 edition

ISBN13: 978-0495411178

Milan D. Meeske

ISBN13: 978-0495411178
ISBN10: 0495411175
Cover type: Paperback
Edition/Copyright: 6TH 09
Publisher: Wadsworth, Inc

Published: 2009
International: No
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.

Table of Contents

Part 1: THE BROADCAST COPYWRITER. 1. The Broadcast Copywriter.

Part 2: COPYWRITING ELEMENTS. 2. Copywriting Style--Basic Mechanics. 3. The Legal and Ethical Implications of Writing Copy.

Part 3: ADVERTISING BASICS. 4. Consumer Behavior. 5. Motivation. 6. Organizing the Broadcast Commercial. 7. Broadcast Copy Preparation.

Part 4: RADIO COPYWRITING. 8. The Radio Commercial: The Mechanics. 9. Types of Radio Copy.

Part 5: TELEVISION COPYWRITING. 10. The Television Commercial: The Mechanics. 11. Types of Television Commercials.

Part 6: THE ELECTRONIC MEDIA: OTHER WRITING NEEDS. 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. Getting the First Job.