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Introduces the special requirements and pitfalls of creating continuity, commercials, and off-air presentations, for students and professionals. Part I examines the copywriting marketplace, tools of the trade, audience, and regulatory and stylistic constraints. Part II probes radio's key elements, c
Creativity in Television & Cable Managing & Producing applies the concepts of goal-setting and motivation used in general business to television and cable management. This is the first book to adapt these practices, which have been used in the general business press for many years, to the specific context of television and cable management. William G. Covington Jr. approaches this subject from a systems theory perspective, analyzing motivation and creativity within television stations. He provides guidelines that allow managers to meet the challenge of bringing together very different units into a cohesive whole. This approach maintains an overall focus, while stimulating creativity within the various units in the system. Built upon the natural goal-setting and motivation responsibilities of all managers, this book brings these concepts into the television and cable managing and producing field for the first time.
When it comes to attracting consumers through advertising, which words, phrases, and techniques are most effective? Strategic Copywriting, a detailed how-to guide, introduces students to time-tested strategies for writing and designing successful ads. In this second edition, Edd Applegate explains the core principles that have guided advertising for decades, from knowing the audience to crafting a compelling message. Next, proven techniques for producing specific kinds of advertising—whether for newspapers, magazines, or other print media, for broadcast radio or television, or for social media and online/mobile platforms—are addressed in step-by-step detail. Throughout, Applegate walks readers through real advertisements from advertising agencies of all sizes across the United States to illustrate what works—or not—and why.
This book looks at the fundamental problems a writer faces as a beginner learning to create content for media that is to be seen rather than read. It takes you from basic concepts to a first level of practice through explicit methods that train you to consistently identify a communications problem, think it through, and find a resolution before beginning to write. Through successive exercises, Writing for Visual Media helps you acquire the basic skills and confidence you need to write effective films, corporate and training videos, documentaries, ads, PSAs, TV series, and other types of visual narrative. A new chapter looks at adaptation as a specific script writing problem. Writing for Visual Media also lays a foundation for understanding interactive media and writing for non-linear content with new chapters that cover writing for the web, interactive corporate communication, instructional media, and video games. This book will make you aware of current electronic writing tools and scriptwriting software through a companion DVD, which offers links to demos and enriches the content of the printed book with video, audio, and sample scripts. Scripts are linked to video clips that are the produced result of the words on a script page. The DVD demonstrates the visual language of scriptwriting (shots, basic camera movement, transitions, etc.) discussed in the book by means of an interactive, illustrated glossary (video and stills) of terms and concepts.
This textbook describes the field of radio and television in the United States, presents the material in a manner the reader can grasp and enjoy, and makes the book useful for the classroom teacher. Written for adaptation to individual teaching situations, the book is divided by subject matter into logical chapter divisions that can be assigned in the order appropriate for specific course students. Each chapter stands by itself, but the book is also an integrated whole. It is easy to understand at first reading, by beginning radio-television majors or nonmajor elective students alike. To give readers a complete picture of the field, subjects such as ethics, careers, and rivals to U.S. commercial radio and television are included.
Designed for those preparing to write in the current multimedia environment, MediaWriting explores: the linkages between print, broadcast, and public relations styles outlines the nature of good writing synthesizes and integrates professional skills and concepts Complete with interesting real-world examples and exercises, this textbook gives students progressive writing activities amid an environment for developing research and interviewing skills. Starting from a basis in writing news and features for print media, it moves on to writing for broadcast news media, then introduces students to public relations writing in print, broadcast, and digital media, as well as for news media and advertising venues. Rather than emphasizing the differences among the three writing styles, this book synthesizes and integrates the three concepts, weaving in basic principles of Internet writing and reporting. This book provides beginning newswriting students with a primer for developing the skills needed for work in the media industry. As such, it is a hands-on writing text for students preparing in all professional areas of communication--journalism, broadcasting, media, and public relations.
This course discusses the electronic media programming process and the kinds of issues and strategies that are prominent in the field today.