《广告学概论》(双语)课程介绍

《广告学概论》 （双语）课程介绍主讲 薛敏芝 课程简介：Having followed this course, students should understand the marketing process , communication theory and basic principles of advertising. They should make an understanding of how to make an effective advertising plan.The emphasis of this subject will be on the role of advertising from integrated marketing communication(IMC) perspective. The fully understand advertising and its role in the contemporary marketing mix , attention must be given to other areas like direct marketing, public relation, sales promotion ,event and outdoor advertising and like, particularly from within the context the increase role of advertisers organizations in the contemporary marketing communication environment.通过本课程的学习，学生能够掌握广告的基本原理，了解广告学理论与市场营销和传播理论的关联性，同时对于广告运作的基本流程有所了解。

本课程还将重点讲述广告在整合营销传播中的地位和作用，使学生能充分理解广告在现代营销中所承担的角色我们的课程内容还涉及人员促销、直销、公关、促销、事件营销、户外广告等领域，使学生能够对于这些营销沟通工具及其运用有所了解通过整个课程的讲解，使学生不仅能了解广告以及广告公司在当代日益变化的市场营销环境中地位和作用，而且能充分认识到广告主在整合营销传播中的角色重要性 学分：60  学时：80  适用对象：本科  先修课程： 教材：Advertising: Principles and Practice, 7/e William D. Wells John Burnett Sandra Moriarty  Pearson Prentice Hall 2006 ISBN 0-13-186527-7 参考书目： 《广告学原理》樊志育 著 上海人民出版社 2001 年 《广告学原理 选择、挑战与变革》布鲁斯•G 等著 《当代广告学》WILLIAM F AREN 著 丁俊杰等译 华夏出版社 2001 年 Contemporary Advertisingby William F. Arens (Mcgraw-Hill/Irwin Series in Marketing)  Advertising and Promotion: An Integrated Marketing Communications Perspective (The Mcgraw-Hill/Irwin Series in Marketing) by George E. Belch 考核形式：闭卷考 课程大纲《广告学概论》（双语）教学大纲薛敏芝 编制Chapter 1Introduction to Advertising （ 4 学时）Outline•The mandate for effectiveness•What makes an ad effective?•The world of advertising•The five players of advertising•The evolution of advertisingChapter 2Advertising and Society: Ethics, Regulation, and Social Responsibility （ 2 学时）Outline•Advertising and society•Ethical issues in advertising•Advertising’s legal and regulatory environment•Advertising and other regulatory agencies•Social responsibility and self-regulation •advertising management in chinaChapter 3Advertising and the Marketing Process（ 6 学时）Outline•What is marketing?•The marketing concept and relationship marketing•The four tools of marketing•Ad agencies: combining marketing and advertisingChapter 4The Consumer Audience（ 6 学时）Outline•Consumer behavior•Social and cultural influences on consumers•Psychological influences on consumers•The decision processChapter 5Account Planning and Research（ 6 学时）Outline•Defining Marketing research. Advertising research. Account planning•Research industry •Operating process :Strategic research versus evaluative research Message development researchChapter 6How Advertising Works（ 4 学时）Outline•The impact of advertising•How advertising communication works•Message reception and response•How brands workChapter 7Advertising Planning and Strategy（ 6 学时）Outline•Strategic planning•The marketing plan•The advertising plan•The creative plan and copy strategyChapter 8The Creative Side of Advertising（ 6 学时）Outline•What is creative advertising?•Creative thinking•Creative strategy and execution•The creative brief•Effective creativityChapter 9Media Planning（ 10 学时）Outline•Media: still big business•Setting media objectives•Developing media strategies•Media selection procedures•Print Media •Broadcast Media •Interactive Online MediaChapter 10Integrated Marketing Communication (IMC) （ 10 学时）Outline •defining Integrated Marketing Communication •Integrated Marketing Communication elements•Integrated Marketing Communication planning。