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.通過本課程的學習，學生能夠掌握廣告的基本原理，了解廣告學理論與市場營銷和傳播理論的關聯性，同時對于廣告運作的基本流程有所了解。本課程還將重點講述廣告在整合營銷傳播中的地位和作用，使學生能充分理解廣告在現代營銷中所承擔的角色。我們的課程內容還涉及人員促銷、直銷、公關、促銷、事件營銷、戶外廣告等領域，使學生能夠對于這些營銷溝通工具及其運用有所了解。通過整個課程的講解，使學生不僅能了解廣告以及廣告公司在當代日益變化的市場營銷環境中地位和作用，而且能充分認識到廣告主在整合營銷傳播中的角色重要性。學分：60學時：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：《廣告學原理》樊志育著上海人民出版社2001年《廣告學原理選擇、挑戰與變革》布魯斯?G等著《當代廣告學》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《廣告學概論》（雙語）教學大綱薛敏芝編制IntroductiontoAdvertising（ 4 學時）OutlineThemandateforeffectivenessWhatmakesanadeffective?TheworldofadvertisingThefiveplayersofadvertisingTheevolutionofadvertisingAdvertisinqandSociety:Ethics,ReHulation,andSocialResponsibility （ 2學時）OutlineAdvertisingandsocietyEthicalissuesinadvertisingAdvertising’slegalandregulatoryenvironmentAdvertisingandotherregulatoryagenciesSocialresponsibilityandself-regulationadvertisingmanagementinchinaAdvertisingandtheMarketingProcess（ 6學時）OutlineWhatismarketing?ThemarketingconceptandrelationshipmarketingThefourtoolsofmarketingAdagencies:combiningmarketingandadvertisingTheConsumerAudience（ 6學時）Outline?Consumerbehavior?Socialandculturalinfluencesonconsumers?Psychologicalinfluencesonconsumers?ThedecisionprocessAccountPlanningandResearch（ 6學時）OutlineDefiningMarketingresearch.Advertisingresearch.AccountplanningResearchindustryOperatingprocess:StrategicresearchversusevaluativeresearchMessagedevelopmentresearchHowAdvertisingWorks（ 4 學時）OutlineTheimpactofadvertisingHowadvertisingcommunicationworksMessagereceptionandresponseHowbrandsworkAdvertisingPlanningandStrategy（ 6學時）OutlineStrategicplanningThemarketingplanTheadvertisingplanThecreativeplanandcopystrategyTheCreativeSideofAdvertising（ 6學時）OutlineWhatiscreativeadvertising?CreativethinkingCreativestrategyandexecutionThecreativebriefEffectivecreativityMediaPlanning（ 10學時）Outline?Media:stillbigbusiness

SettingmediaobjectivesDevelopingmediastrategiesMediaselectionproceduresPrintMediaBroadcastMediaInteractiveOnlineMediaChapter10IntegratedMarketingCommunication(IMC)( 10學時)OutlinedefiningIntegratedMarketingCommunicationIntegratedMarketingCommunicationelements?IntegratedMarketingCommunicationplanning出師^^兩漢：諸葛亮先帝創業未半而中道崩殂，今天下三分，益州疲弊，此誠危急存亡之秋也。然侍衛之臣不懈于內，忠志之士忘身于外者，蓋追先帝之殊遇，欲報之于陛下也。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，使內外異法也。侍中、侍郎郭攸之、費祎、董允等，此皆良實，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，必能裨補闕漏，有所廣益。將軍向寵，性行淑均，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，優劣得所。親賢臣，遠小人，此先漢所以興隆也；親小人，遠賢臣，此后漢所以傾頹也。先帝在時，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，此悉貞良死節之臣，愿陛下親之、信之，則漢室之隆，可計日而待也，。臣本布衣，躬耕于南陽，茍全性命于亂世，不求聞達于諸侯。先帝不以臣卑鄙，猥自枉屈，三顧臣于草廬之中，咨臣以當世之事，由是感激，遂許先帝以驅馳。后值傾覆，受任于屈，三顧臣于草廬之中，咨臣以當世之事，由是感激，遂許先帝以驅馳。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，當獎率三軍，北定中原，庶竭駑鈍，先帝知臣謹慎，故臨崩寄臣以大事也。受命以來，夙夜