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Copywriting for the Electronic Media : A Practical Guide

Copywriting for the Electronic Media : A Practical Guide - 5th edition

ISBN13: 978-0534629144

Cover of Copywriting for the Electronic Media : A Practical Guide 5TH 06 (ISBN 978-0534629144)
ISBN13: 978-0534629144
ISBN10: 0534629148
Cover type:
Edition/Copyright: 5TH 06
Publisher: Wadsworth, Inc
Published: 2006
International: No

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Copywriting for the Electronic Media : A Practical Guide - 5TH 06 edition

ISBN13: 978-0534629144

Milan D. Meeske

ISBN13: 978-0534629144
ISBN10: 0534629148
Cover type:
Edition/Copyright: 5TH 06
Publisher: Wadsworth, Inc

Published: 2006
International: No
Summary

COPYWRITING FOR THE ELECTRONIC MEDIA 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 in a variety of venues (radio, television, new media, etc.). Realistic situations typical of entry-level copywriting positions are included. Along with the usual copywriting materials, the text includes material not always found in texts, such as a chapter on copywriting style, another on consumer behavior and another on legal and ethical aspects of copywriting. Examples of storyboards and actual aired copy are used extensively to help students understand the concepts. This variety strengthens the real-world orientation to copywriting in the electronic media.

Benefits:

  • NEW! New illustrations added to demonstrate key concepts.
  • Extended coverage of developing copywriting style gives students a guide to applying the concepts effectively.
  • The text includes a thorough discussion of the legal and ethical concerns of copywriting, as well as consumer behavior--areas often overlooked by other textbooks.
  • NEW! High Definition Television (HDTV) is explained in Chapter 10 (The Television Commercial).
  • NEW! Expanded Chapter 15 (Writing News Stories) to address newsworthiness and story structure.
  • NEW! Updated information on writing for the Internet (Chapter 16).
  • NEW! Expanded discussion of script considerations and formats in Chapter 17 (Corporate Programs).
  • NEW! An updated Bibliography includes new editions of reference sources and new sources not previously cited.
  • Combining the information of a textbook with the practicality of a workbook, the text is geared toward preparing students for the real world of copywriting, using realistic situations typical of entry-level copywriting positions where students typically start their careers.
  • Exercises follow each chapter so that students can practice the skills taught in that chapter. Because each chapter builds on the previous ones, material learned in doing earlier exercises helps in performing later assignments.
  • Examples of storyboards and actual aired copy are used extensively to help students understand the concepts.

Table of Contents

Preface.

Section I: THE BROADCAST COPYWRITER.

1. The Broadcast Copywriter.

Section II: COPYWRITING ELEMENTS.

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

Section III: ADVERTISING BASICS.

4. Consumer Behavior.
5. Motivation.
6. Organizing the Broadcast Commercial.
7. Broadcast Copy Preparation.

Section IV: RADIO COPYWRITING.

8. The Radio Commercial: The Mechanics.
9. Types of Radio Copy.

Section V: TELEVISION COPYWRITING.

10. The Television Commercial: The Mechanics.
11. Types of Television Commercials.

SECTION VI: THE ELECTRONIC MEDIA: OTHER WRITING NEEDS.

12. Promotion.
13. Public Service, Issue and Political.
14. The Broadcast Campaign.
15. News.
16. Online.
17. Corporate Media.
18. Teleplay.

Glossary.
Bibliography.
Index.

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Other Editions for Copywriting for the Electronic Media : A Practical Guide

Cover of Copywriting for Electronic Media : Practical Guide 6th edition

Copywriting for Electronic Media : Practical Guide - 6th edition

ISBN13: 978-0495411178
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