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Copywriting for the Electronic Media: A Practical Guide

Copywriting for the Electronic Media: A Practical Guide
Author: Milan D. Meeske
ISBN 13: 9780495411178
ISBN 10: 495411175
Edition: 6
Publisher: Wadsworth Publishing
Publication Date: 2008-01-03
Format: Paperback
Pages: 336
List Price: $252.95

Meeske (radio and television, University of Central Florida) introduces the basic style mechanics of copywriting, examines consumer behavior and motivation, and describes the types of commercials and news stories written for radio, television, and the internet. The fifth edition of the textbook explains high definition television and updates references. Annotation ©2004 Book News, Inc., Portland, OR


Taking into account the many changes in electronic media since the last edition, this text covers aspects of copywriting such as tone and grammar; basic style mechanics and legal and ethical considerations; advertising basics including consumer behavior, motivation, planning and structuring commercials, and adapting a commercial to an audience; the mechanics of radio and television copywriting; and specialized forms of electronic media content other than commercials such as public service and political announcements, broadcast news, online material, and teleplays. Makes abundant use of writing exercises and contains plentiful examples of aired copy. Annotation c. Book News, Inc., Portland, OR (booknews.com)