廣告學(xué)教學(xué)大綱.doc

promote the extension of strictly administering the party grass-roots, but also the educational practice of the mass line of the party and three-three special education results achieved further inherited and expanded. To realize two a learning education is a necessary solution to the present problems of party construction. Strengthen problem consciousness and insisted on problem-oriented, is full of strictly administering the party since the partys 18 a distinctive feature, a successful experience. Secretary Wang noted that some party members still have political awareness, lack of political responsibility issues, party awareness and consciousness of the problem belief does not really believe, slim does not actually fix problems, outspoken, and jump on the assessment of the partys policies, and so on. Bi Lifu Secretary pointed out that a quarter of the economic situation is very serious, there is pressure on environment, seasonal factors and other objective reasons, but mainly subjective problem, is the problem of party members and cadres. Some depressed, negative slack, not responsible, . Double six, one, and two took the lead, build energy burst, Hongshan district, economic prosperity, eco-livable, civilized and harmonious island. It certainly can not be separated from the whole area 646 grass-roots party organizations and 14,146 members of broad participation and support. Through the two study and education, so that every cell of the party health, every organization is strong, so that all members of the vanguard and exemplary role, all the fighting bastion role of grass-roots party organizations into full play so that we can cross the Rapids, overcome all difficulties and the smooth realization of the Thirteen-Five goal. Second, basic learning, focus on learning education must understand the learning content and learning styles Foundation learning these four words are important information inside is very large, capture profound work truth in life. For example, I often say that the good Carpenter NAO Carpenter, why do some carpenters made furniture to have everybody likes it, Carpenter we are not willing to look for him? are apparently two people high and low technology, dig into the deep is firmer when both of his apprentices are not solid, there is no good that way. Luban art of story primary school are learn had, first after six mark test practice conduct, and practice cultivation, and practice perseverance, and practice patience, then with seven days seven night mill axe theory armed, and unity action, seriously learning XI General Secretary on reform development stable, and Interior diplomatic defense, and rule party ruling army of important thought, seriously learning to XI comrade for General Secretary of Central ruling acting political new concept new thought new strategy, seriously learning XI General Secretary study in Inner Mongolia important speech spirit, Guide party members and a deep understanding of a series of important speeches rich connotation and core ideas, which began so thoroughly Marxist positions廣告學(xué)原理課程教學(xué)大綱任課教師：姚沙沙廣告學(xué)原理課程教學(xué)大綱涉及重大決策事項、重要人事任免、重大項目安排和大額度資金使用等，具有決策、行政執(zhí)法、行政許可、部門管理等決策、審批、自由裁量、事務(wù)管理決定權(quán)的領(lǐng)導(dǎo)崗位。To sum up, is divided into 9 main parts: 1. with regard to persisting and developing socialism with Chinese characteristics. 18 since the XIOn more than one occasion, General Secretary of the historical origin and development process of socialism with Chinese characteristics, the road of socialism with Chinese characteristics, System Info, system, uphold and develop the understanding of socialism with Chinese characteristics is determined to have been profoundly expounded, further strengthened the party and the people adhere to and develop the confidence and determination of the socialism with Chinese characteristics. XI General Secretarys speech in this regard include the peoples yearning for a better life, that is our goal, closely focus on the development of socialism with Chinese characteristics study and publicize the spirit of party 18, the unwaveringly adhere to the development of socialism with Chinese characteristics, the persistence and good use of Mao Ze-Dongs thought of soul. 2. with regard to the Chinese dream of realizing the great rejuvenation of the Chinese nation. 18 closing soon, the new Central collective leadership when they visited the exhibition of the road to recovery, XI, General Secretary of the solemn declaration the great rejuvenation of the Chinese nation, the greatest dream of the Chinese nation in modern times. Zhihou, on more than one occasion, General Secretary expounded the scientific connotation of Chinese dream, realize the Chinese dream must take the road, carry forward the spirit and cohesion of Chinese forces, gradually formed the China dream, a strategic thought. And practice with the Chinese dream, reflects the history of the new session of the CPC Central Committee, and conforms to the development trend and the people hope, embodies the greatest common divisor and the consensus of Chinese people at home and abroad, inspiring all peoples forging ahead in unity, the spirit of unswervingly follow the road of socialism with Chinese characteristics flags and high melody. This aspects XI General Secretary of speech main including achieved Chinese great revival is Chinese modern yilai most great of dream in 12th session national peoples Congress first times Conference Shang of speech work to dream into really in achieved China dream of vivid practice in the flying youth dream achieved China dream not only benefit people, and benefit world people innovation due its Shi, dream suitable have its potential achieved Chinese great revival is both at home and abroad Chinese children common of dream,. 3. on deepening reform. 18 since the XI General Secretary for the first time to Study on the choice of the Guangdong, unequivocally express the unswervingly follow the road of reform and opening up power determination and courage. Partys 18 session adopted a decision to deepen reform, opened a new journey for deepening the reform in our country. Central has held 22 times full deepening reform led Group Conference, considered through more than 100 more items important reform programme, developed introduced more than 800 over9中文名稱：廣告學(xué)原理課程代碼：課程類型：專業(yè)基礎(chǔ)課適用對象：全日制高職（三年制）適用專業(yè)：市場營銷編寫日期：2013年3月10日審核人：英文名稱：advertiment學(xué) 分：總學(xué)時： 40學(xué)時開課學(xué)期：第二學(xué)期執(zhí)筆者： 姚沙沙批準(zhǔn)人：一、課程的性質(zhì)、任務(wù)與目的廣告學(xué)原理是高等職業(yè)技術(shù)學(xué)院市場營銷專業(yè)的一門專業(yè)基礎(chǔ)課。本課程課內(nèi)學(xué)時數(shù)為40學(xué)分。教材為廣告學(xué)原理（陳培愛 主編 復(fù)旦大學(xué)出版社）本課程的目的在于使學(xué)生系統(tǒng)了解并掌握廣告學(xué)的基本理論，了解廣告學(xué)涉及相關(guān)的廣告信息、廣告創(chuàng)意、廣告媒介、廣告受眾、廣告效果的方面的主要內(nèi)容，便于以后進(jìn)入營銷行業(yè)后能夠?qū)W以致用。二、課程的教學(xué)基本要求1、在教與學(xué)過程中應(yīng)誘發(fā)學(xué)生的學(xué)習(xí)動機(jī)，激發(fā)學(xué)生的學(xué)習(xí)興趣，養(yǎng)成在生活中自覺去創(chuàng)造好的廣告創(chuàng)意的習(xí)慣。2、本課程采用面授輔導(dǎo)與學(xué)生自學(xué)相結(jié)合的教學(xué)方式，在面授教學(xué)中，突出重點(diǎn)、難點(diǎn)，力求通過形象化的教學(xué)使學(xué)生對所學(xué)內(nèi)容加深理解。切忌滿堂灌的方式。三、教學(xué)內(nèi)容 第1章 緒論本章要點(diǎn)與要求：通過本章的教學(xué)使學(xué)生初步了解廣告的本質(zhì)、分類及研究對象。1、使學(xué)生了解廣告的分類、研究對象。2、使學(xué)生掌握廣告的本質(zhì)。3、使學(xué)生了解廣告學(xué)與其他學(xué)科的關(guān)系。本章主要內(nèi)容：一、廣告的本質(zhì)二、廣告的分類三、廣告的研究對象第2章 廣告基礎(chǔ)理論本章要點(diǎn)與要求：1了解廣告與傳播學(xué)原理2了解廣告與市場學(xué)原理3了解廣告與消費(fèi)者行為4了解廣告與文化觀念本章主要內(nèi)容：第一節(jié) 廣告與傳播學(xué)原理 一、廣告?zhèn)鞑サ臉?gòu)成要素2、 廣告?zhèn)鞑ナ侄蔚陌l(fā)展3、 廣告?zhèn)鞑ダ砟畹难葸M(jìn)4、 廣告的傳播功能5、 廣告的第二傳播 第二節(jié) 廣告與市場學(xué)原理一、市場營銷概念二、廣告與市場營銷三、廣告與產(chǎn)品生命周期四、廣告與廣告主的市場營銷策略第三節(jié) 廣告與消費(fèi)者行為一、消費(fèi)者行為構(gòu)成二、消費(fèi)者的類型分析三、消費(fèi)者行為研究對廣告策劃的意義第四節(jié) 廣告與文化觀念一、廣告是重要的文化現(xiàn)象二、廣告文化的基本功能三、廣告策劃中的文化環(huán)境四、廣告策劃中的文化表現(xiàn)第三章 廣告調(diào)查與策略本章要點(diǎn)與要求：1、了解廣告信息的來源及廣告資料的收集和分析；2、掌握廣告信息的傳遞過程、確定廣告目標(biāo)、確定廣告的傳播對象和主題。；3、熟悉廣告戰(zhàn)略的趨向及廣告戰(zhàn)略的實施原則；4、掌握各種廣告策略；本章主要內(nèi)容：第1節(jié) 廣告資料調(diào)查 一、廣告信息的來源 二、廣告資料的收集和分析第2節(jié) 廣告目標(biāo)確定 一、廣告信息的傳遞過程 二、確定廣告目標(biāo) 三、確定廣告的傳播對象和主題第3節(jié) 廣告戰(zhàn)略 一、廣告戰(zhàn)略是廣告宣傳成功地關(guān)鍵 二、廣告戰(zhàn)略分類與內(nèi)容 三、現(xiàn)代廣告戰(zhàn)略的趨向4、 廣告戰(zhàn)略的實施原則 第4節(jié) 廣告策略一、不同市場競爭地位的廣告策略二、不同經(jīng)濟(jì)氣候的廣告策略三、不同產(chǎn)品生命周期的廣告策略第四章 廣告信息本章要點(diǎn)與要求了解廣告文稿創(chuàng)作的基本要求及技巧；熟悉廣告設(shè)計的創(chuàng)意、掌握廣告設(shè)計的原則與特征；了解商標(biāo)的廣告作用，包裝裝潢的廣告作用。本章主要內(nèi)容第1節(jié) 廣告文稿創(chuàng)作 一、廣告文稿的重要性2、 廣告文稿創(chuàng)作的基本要求3、 廣告文稿的創(chuàng)作技巧第二節(jié) 廣告設(shè)計原理一、廣告設(shè)計的創(chuàng)意二、廣告設(shè)計的原則與特征三、廣告設(shè)計的種類第三節(jié) 商標(biāo)與包裝裝潢中的廣告信息一、商標(biāo)的廣告作用二、包裝裝潢的廣告作用第五章 廣告創(chuàng)意本章要點(diǎn)與要求：了解廣告創(chuàng)意的概述；熟悉多媒體時代傳統(tǒng)媒體的廣告創(chuàng)意；理解傳播效果沖擊下的廣告創(chuàng)意、熟悉廣告創(chuàng)意的誤區(qū)、尋找創(chuàng)意的突破口，了解中西文化差異與廣告創(chuàng)意。本章主要內(nèi)容：第一節(jié)多媒體時代的廣告創(chuàng)意一、媒體創(chuàng)意概述二、多媒體時代受眾心理的變化三、多媒體時代傳統(tǒng)媒體的廣告創(chuàng)意四、多媒體時代網(wǎng)絡(luò)媒體的廣告創(chuàng)意五、多媒體時代廣告創(chuàng)意的新趨勢第二節(jié) 新傳播環(huán)境下的廣告創(chuàng)意一、傳播效果沖擊下的廣告創(chuàng)意二、廣告創(chuàng)意的誤區(qū)三、尋找創(chuàng)意的突破口第三節(jié) 中西方文化差異與廣告創(chuàng)意一、含蓄與叛逆二、感性與理性三、群體與個人四、傳統(tǒng)與務(wù)實第六章 廣告媒介本章要點(diǎn)及要求：了解廣告媒介的特點(diǎn)，熟記廣告媒介目標(biāo)要素與評價；掌握影響廣告媒介選擇的因素和廣告媒介組合。本章內(nèi)容：第1節(jié) 廣告媒介的特點(diǎn) 一、報紙2、 雜志3、 廣播4、 電視5、 郵寄廣告6、 招貼廣告第二節(jié) 廣告媒介目標(biāo)要素與評價一、覆蓋面二、接觸率三、影響力四、影響度第三節(jié) 影響廣告媒介選擇的因素一、廣告目標(biāo)的要求二、廣告?zhèn)鞑サ膶ο笕?、廣告媒介的量和質(zhì)四、廣告產(chǎn)品的特性五、廣告費(fèi)用支出六、國家法律的規(guī)定第四節(jié) 廣告媒介組合一、廣告媒介組合的含義及目的二、廣告媒介運(yùn)用策略三、廣告媒介創(chuàng)新運(yùn)用 第八章 廣告受眾本章要點(diǎn)及要求：了解廣告與受傳者地關(guān)系，熟記和掌握廣告與消費(fèi)者及消費(fèi)者行為的關(guān)系。本章內(nèi)容： 第一節(jié) 廣告與受傳者 一、廣告信息的受傳者與傳播方式 二、廣告信息的核心-接受者需要 三、不同媒介接受者特征第二節(jié) 廣告與消費(fèi)者一、現(xiàn)代廣告經(jīng)營指導(dǎo)思想二、消費(fèi)者市場細(xì)分三、消費(fèi)者購買行為第三節(jié) 廣告與消費(fèi)者行為一、消費(fèi)者行為的定義二、消費(fèi)者行為與心理學(xué)、市場營銷的關(guān)系三、廣告與消費(fèi)心理、消費(fèi)行為的關(guān)系四、廣告信息影響消費(fèi)者行為的外顯部分五、廣告信息影響消費(fèi)者行為的內(nèi)隱部分第九章 廣告效果本章要點(diǎn)與要求：了解廣告效果的概述；熟悉廣告效果分類及測定，掌握廣告?zhèn)鞑バЧ麥y定和廣告銷售效果測定。本章主要內(nèi)容：第1節(jié) 廣告效果概述 一、廣告效果研究的意義2、 廣告效果的特點(diǎn)三、制約廣告效果的因素四、廣告效果測定的常用方法五、廣告效果研究的相關(guān)理論與模型第二節(jié) 廣告效果分類及測定一、廣告效果分類二、廣告效果測定第三節(jié) 廣告?zhèn)鞑バЧ麥y定一、傳播效果的事前測定二、傳播效果的事后測定三、案例：腦白金廣告?zhèn)鞑バЧ谒墓?jié) 廣告銷售效果測定一、銷售效果測定方法二、銷售效果測定的注意事項 第十章 廣告預(yù)算本章要點(diǎn)及要求：了解廣告預(yù)算的根據(jù)，熟記廣告預(yù)算的內(nèi)容和方法和廣告預(yù)算的分配，掌握如何提高企業(yè)廣告投資效益。本章內(nèi)容： 第一節(jié) 廣告預(yù)算的根據(jù)一、根據(jù)企業(yè)的承受能力二、根據(jù)企業(yè)的營銷目標(biāo)和廣告目標(biāo)三、根據(jù)企業(yè)的外部環(huán)境因素影響程度四、根據(jù)產(chǎn)品本身特點(diǎn)第二節(jié) 廣告預(yù)算的內(nèi)容與方法一、廣告預(yù)算的內(nèi)容二、廣告預(yù)算的方法第三節(jié) 廣告預(yù)算的分配一、廣告預(yù)算分配的項目二、廣告預(yù)算分配的