《廣告學(xué)概論》(雙語)課程介紹

精品文檔你我共享精品文檔你我共享腹有詩書氣自華腹有詩書氣自華《廣告學(xué)概論》（雙語）課程介紹主講薛敏芝課程簡介：Havingfollowedthiscourse,studentsshouldunderstandthemarketingprocess,communicationtheoryandbasicprinciplesofadvertising.Theyshouldmakeanunderstandingofhowtomakeaneffectiveadvertisingplan.Theemphasisofthissubjectwillbeontheroleofadvertisingfromintegratedmarketingcommunication(IMC)perspective.Thefullyunderstandadvertisinganditsroleinthecontemporarymarketingmix,attentionmustbegiventootherareaslikedirectmarketing,publicrelation,salespromotion,eventandoutdooradvertisingandlike,particularlyfromwithinthecontexttheincreaseroleofadvertisersorganizationsinthecontemporarymarketingcommunicationenvironment.通過本課程的學(xué)習(xí)，學(xué)生能夠掌握廣告的基本原理，了解廣告學(xué)理論與市場營銷和傳播理論的關(guān)聯(lián)性，同時(shí)對于廣告運(yùn)作的基本流程有所了解。本課程還將重點(diǎn)講述廣告在整合營銷傳播中的地位和作用，使學(xué)生能充分理解廣告在現(xiàn)代營銷中所承擔(dān)的角色。我們的課程內(nèi)容還涉及人員促銷、直銷、公關(guān)、促銷、事件營銷、戶外廣告等領(lǐng)域，使學(xué)生能夠?qū)τ谶@些營銷溝通工具及其運(yùn)用有所了解。通過整個課程的講解，使學(xué)生不僅能了解廣告以及廣告公司在當(dāng)代日益變化的市場營銷環(huán)境中地位和作用，而且能充分認(rèn)識到廣告主在整合營銷傳播中的角色重要性。學(xué)分：60學(xué)時(shí)：80適用對象：本科先修課程：教材：Advertising:PrinciplesandPractice,7/eWilliamD.WellsJohnBurnettSandraMoriartyPearsonPrenticeHall2006ISBN0-13-186527-7參考書目：《廣告學(xué)原理》樊志育著上海人民出版社2001年《廣告學(xué)原理選擇、挑戰(zhàn)與變革》布魯斯?G等著《當(dāng)代廣告學(xué)》WILLIAMFAREN著丁俊杰等譯華夏出版社2001年ContemporaryAdvertisingbywiigmfArens(Mcgraw-Hill/IrwinSeriesinMarketing)Advertising and Promotion: An Integrated MarketingCommunicationsPerspective(TheMcgraw-Hill/IrwinSeriesinMarketing)byGeorgeE.Belch?考核形式：閉卷考?課程大綱《廣告學(xué)概論》（雙語）教學(xué)大綱薛敏芝編制IntroductiontoAdvertising（ 4 學(xué)時(shí)）OutlineThemandateforeffectivenessWhatmakesanadeffective?TheworldofadvertisingThefiveplayersofadvertisingTheevolutionofadvertisingAdvertisinqandSociety:Ethics,ReHulation,andSocialResponsibility （ 2學(xué)時(shí)）OutlineAdvertisingandsocietyEthicalissuesinadvertisingAdvertising’slegalandregulatoryenvironmentAdvertisingandotherregulatoryagenciesSocialresponsibilityandself-regulationadvertisingmanagementinchinaAdvertisingandtheMarketingProcess（ 6學(xué)時(shí)）OutlineWhatismarketing?ThemarketingconceptandrelationshipmarketingThefourtoolsofmarketingAdagencies:combiningmarketingandadvertisingTheConsumerAudience（ 6學(xué)時(shí)）Outline?Consumerbehavior?Socialandculturalinfluencesonconsumers?Psychologicalinfluencesonconsumers?ThedecisionprocessAccountPlanningandResearch（ 6學(xué)時(shí)）OutlineDefiningMarketingresearch.Advertisingresearch.AccountplanningResearchindustryOperatingprocess:StrategicresearchversusevaluativeresearchMessagedevelopmentresearchHowAdvertisingWorks（ 4 學(xué)時(shí)）OutlineTheimpactofadvertisingHowadvertisingcommunicationworksMessagereceptionandresponseHowbrandsworkAdvertisingPlanningandStrategy（ 6學(xué)時(shí)）OutlineStrategicplanningThemarketingplanTheadvertisingplanThecreativeplanandcopystrategyTheCreativeSideofAdvertising（ 6學(xué)時(shí)）OutlineWhatiscreativeadvertising?CreativethinkingCreativestrategyandexecutionThecreativebriefEffectivecreativityMediaPlanning（ 10學(xué)時(shí)）Outline?Media:stillbigbusiness

SettingmediaobjectivesDevelopingmediastrategiesMediaselectionproceduresPrintMediaBroadcastMediaInteractiveOnlineMediaChapter10IntegratedMarketingCommunication(IMC)( 10學(xué)時(shí))OutlinedefiningIntegratedMarketingCommunicationIntegratedMarketingCommunicationelements?IntegratedMarketingCommunicationplanning出師^^兩漢：諸葛亮先帝創(chuàng)業(yè)未半而中道崩殂，今天下三分，益州疲弊，此誠危急存亡之秋也。然侍衛(wèi)之臣不懈于內(nèi)，忠志之士忘身于外者，蓋追先帝之殊遇，欲報(bào)之于陛下也。誠宜開張圣聽，以光先帝遺德，恢弘志士之氣，不宜妄自菲薄，引喻失義，以塞忠諫之路也。宮中府中，俱為一體；陟罰臧否，不宜異同。若有作奸犯科及為忠善者，宜付有司論其刑賞，以昭陛下平明之理；不宜偏私，使內(nèi)外異法也。侍中、侍郎郭攸之、費(fèi)祎、董允等，此皆良實(shí)，志慮忠純，是以先帝簡拔以遺陛下：愚以為宮中之事，事無大小，悉以咨之，然后施行，必能裨補(bǔ)闕漏，有所廣益。將軍向?qū)櫍孕惺缇?，曉暢軍事，試用于昔日，先帝稱之曰“能”，是以眾議舉寵為督:愚以為營中之事，悉以咨之，必能使行陣和睦，優(yōu)劣得所。親賢臣，遠(yuǎn)小人，此先漢所以興隆也；親小人，遠(yuǎn)賢臣，此后漢所以傾頹也。先帝在時(shí)，每與臣論此事，未嘗不嘆息痛恨于桓、靈也。侍中、尚書、長史、參軍，此悉貞良死節(jié)之臣，愿陛下親之、信之，則漢室之隆，可計(jì)日而待也，。臣本布衣，躬耕于南陽，茍全性命于亂世，不求聞達(dá)于諸侯。先帝不以臣卑鄙，猥自枉屈，三顧臣于草廬之中，咨臣以當(dāng)世之事，由是感激，遂許先帝以驅(qū)馳。后值傾覆，受任于屈，三顧臣于草廬之中，咨臣以當(dāng)世之事，由是感激，遂許先帝以驅(qū)馳。后值傾覆，受任于敗軍之際，奉命于危難之間，爾來二十有一年矣。先帝知臣謹(jǐn)慎，故臨崩寄臣以大事也。受命以來，夙夜憂嘆，恐托付不效，以傷先帝之明；故五月渡瀘，深入不毛。今南方已定，兵甲已足，當(dāng)獎率三軍，北定中原，庶竭駑鈍，先帝知臣謹(jǐn)慎，故臨崩寄臣以大事也。受命以來，夙夜