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WSU COMSTRAT 380 - How to Write Television copy

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Comstrat 380 1nd Edition Lecture 16 Outline of Last Lecture I. How to write other display copyII. How to write body copyIII. Writing stylesIV. The lead paragraph V. The closing paragraphVI. Print media perksVII. NewspapersVIII. Print media requirementsIX. Print mediaX. How is copy written for radioXI. Tools of radio copywritingXII. The practice of radio copywritingXIII. The radio scripts roleOutline of Current Lecture I. How to write television copyII. Planning the TV commercialsIII. Scripts, story boards, and photo boardsThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.IV. How different is copywriting for the internet and digital/mobile media?V. Banner AdsVI. Adapting to new formats an trendsCurrent LectureI. How to write television copya. Moving images make TV more engaging than printi. Visuals and motion should convey as much of the Big Idea as possibleb. In great television commercials, words and pictures work together seamlessly to deliver the creative concept through sight, sound, and motionII. Planning the TV commercialsa. Copywriters must plan:i. The length of the commercialii. Shots to appear in each sceneiii. Where and how to shoot the commercialiv. number of shotsv. Key framesb. Scenes: segments of action that occur in one locationc. Key frame: the shot that sticks in the mindd. Copywriters must ask:i. How much product information should be includedii. Should the action be fast or slowiii. How much controversy or intrusiveness is rightIII. Scripts, storyboards, and photo boardsa. Script:i. The written version of the commercialii. Prepared by the copywriterb. Story boardi. The visual plan or layout of the commercialii. Prepared by the art directorc. Photo board:i. Uses photos instead of art for imagesIV. How different is copywriting for the internet and digital/mobile media?a. More interactive than any other mediumb. Two-way communicationc. The copywriter’s challengei. Attract people to the siteii. Manage a dialogue-based communicationiii. Keep interest V. Banner Adsa. Uses:i. Can remind or invite viewers to clickii. Their effectiveness is monitored by the number of click-throughb. Strategies for converting surfers into visitorsi. Offer a deal like a discount or a freebieii. Using an involvement device like a challenge or contestiii. Challenging the offer frequently, even dailyiv. Keeping the writing succinct for surfers short attentionv. Focusing surfers’ attention by asking the questionsvi. Use the ad to solicit information and opinions VI. Adapting to new formats and trendsa. Copywriters must develop strategies that organize information and package it for easy accessibilityb. Key words are used to help visitors and surfers search for the site and within the site for information c. Web advertisers must understand the


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WSU COMSTRAT 380 - How to Write Television copy

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