Select a product that uses a long-copy format in print.

Examples are business-to-business and industrial products, over-the-counter drugs, and some car and appliance ads. Now write a 30-second radio and a 30-second television spot for that product. Present your work to the class along with an analysis of how the message design changed—and stayed the same—when you moved from print to radio and then to television.

AppendixLO1