DESC: COPYWRITING FOR THE ELECTRONIC MEDIA helps students learn how to write effective copy for all types of electronic media with an emphasis on commercial writing. It begins with the introduction of the basic principles and techniques of good copywriting, then moves on to dozens of skill-building exercises to put them into practice. Nearly 80 writing assignments and numerous examples of actual scripts, storyboards, PSAs, and promotional spots prepare students to write short, persuasive messages in a variety of venues (radio, television, new media, etc.). Realistic situations typical of entry-level copywriting positions are included. Along with the usual copywriting materials, the text includes material not always found in texts, such as a chapter on copywriting style, another on consumer behavior and another on legal and ethical aspects of copywriting. Examples of storyboards and actual aired copy are used extensively to help students understand the concepts. This variety strengthens the real-world orientation