Copywriting for the Electronic Media: A Practical Guide (6th edition)

By: Milan D. Meeske

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Synopsis: This text for undergraduates offers ample copywriting practice with about 80 exercises that sharpen copywriting skills in a variety of venues. Realistic situations typical of entry-level copywriting positions are included. The structure of the text is appropriate for an introduction to writing for electronic media, where many topics are covered, or it can be used to focus on writing for radio and television alone. Along with copywriting materials, the text includes material not always found in texts, such as chapters on copywriting style, consumer behavior, and legal and ethical aspects of copywriting. B&w examples of storyboards and actual aired copy are used extensively. This sixth edition contains new material on getting the first job and the role of the Internet. The grammar review has been expanded and simplified for this edition. Meeske is professor emeritus at the University of Central Florida. Annotation ©2008 Book News, Inc. , Portland, OR (booknews. com)