Higher Education

Copywriting for the Electronic Media: A Practical Guide, 6th Edition

  • Milan D. Meeske Professor Emeritus, University of Central Florida
  • ISBN-10: 0495411175  |  ISBN-13: 9780495411178
  • 336 Pages
  • Previous Editions: 2006, 2003, 1998
  • © 2009 | Published
  • College Bookstore Wholesale Price = $195.50

About

Overview

COPYWRITING FOR THE ELECTRONIC MEDIA: A PRACTICAL GUIDE, Sixth Edition, prepares students 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. Equally appropriate for introductory electronic media writing courses and more specialized seminars on radio and television writing, the text begins by introducing basic principles and techniques of good copywriting, including a brief review of basic grammar, before moving on to dozens of focused skill-building exercises and more than 80 writing assignments. Numerous examples of actual scripts, storyboards, PSAs, and promotional spots help students understand key concepts as they learn to write short, persuasive messages for radio, television, and new media. The sixth edition includes a new chapter on "Getting the First Job," expanded discussion of target audiences and copy platforms, and an increased focus on the role of the Internet and its impact on radio and television advertising--all vital considerations for students as they prepare for work as professional writers.

Features and Benefits

  • This highly practical text prepares students to write copy for all types of electronic media. The text explores basic principles and techniques of good copywriting and promotes rapid skill development through more than 80 exercises and writing assignments based on realistic situations typical of entry-level copywriting positions.
  • The text's engaging and enjoyable style make course material easier to grasp, and a good balance of explanatory material, examples, and exercises helps even beginning writers to learn important concepts and skills, such as how to write effectively using the AIDA formula.
  • Numerous examples of actual scripts, storyboards, PSAs, and promotional spots help students understand key concepts and learn to write short, persuasive messages for radio, television, and new media.
  • Equally appropriate for introductory electronic media writing courses and more specialized seminars on radio and television writing, the text provides broad coverage of fundamental concepts and techniques, as well as unique material on copywriting style, consumer behavior, and legal and ethical aspects of copywriting.
  • Reflecting the growing trend of cost cutting in the broadcast industry, chapters on broadcast news, the Internet, and corporate media explore new writing opportunities and prepare students who might need to manage an unusually diverse workload.

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.

What's New

  • A revised and expanded Grammar Review illustrates grammar principles as they apply to broadcast writing, helping students refresh these essential skills.
  • A new chapter, "Getting the First Job," helps students prepare for entry-level professional work.
  • An expanded and clarified discussion of target audiences and how to develop a copy platform helps students understand and apply these critical but complex advertising concepts.
  • An increased emphasis on the role of the Internet, as well as its impact on radio and television advertising, provides students with useful insights into the current state of the industry and considerations likely to affect them as working professionals.
  • Numerous illustrations, revised script considerations, and an expanded bibliography help students understand key concepts.

Supplements

All supplements have been updated in coordination with the main title. Select the main title's "About" tab, then select "What's New" for updates specific to title's edition.

For more information about these supplements, or to obtain them, contact your Learning Consultant.

Instructor Supplements

eBank Instructor's Manual  (ISBN-10: 0495391093 | ISBN-13: 9780495391098)

This Instructor's Manual contains chapter overviews, study and exam questions, teaching tips, and additional exercises. Please contact your local sales representative or Customer Service to receive this resource.

InfoTracĀ® College Edition Printed Access Card  (ISBN-10: 0534558534 | ISBN-13: 9780534558536)

This online research and learning center offers over 20 million full-text articles from nearly 6,000 scholarly and popular periodicals. The articles cover a broad spectrum of disciplines and topics--ideal for every type of researcher. Learn more at www.cengage.com/infotrac. (Access code/card required).

List Price = $32.00  | College Bookstore Wholesale Price = $24.00

Student Supplements

InfoTracĀ® College Edition Printed Access Card  (ISBN-10: 0534558534 | ISBN-13: 9780534558536)

Save time, save money, and eliminate the trek to the library and long waits for reserved readings with InfoTracĀ® College Edition, an online university library of more than 5,000 academic and popular magazines, newspapers, and journals.

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Meet the Author

Author Bio

Milan D. Meeske

Milan D. "Mike" Meeske (Ph.D., University of Denver) is Professor Emeritus of radio and television and former director of Nicholson School of Communication at the University of Central Florida in Orlando. He previously taught at the University of Hawaii and worked for broadcast stations in Nebraska and Colorado. He has published numerous articles in journals such as JOURNALISM QUARTERLY and JOURNAL OF BROADCASTING & ELECTRONIC MEDIA and served on the Board of Directors of the Broadcast Education Association. He is coauthor of ELECTRONIC MEDIA IN GOVERNMENT and has written chapters for several other books.