廣告學原理教學（終稿）

《廣告學原理》教學大綱
|課程代碼 |171006 |
|課程名稱 |廣告學原理 |
|英文名稱 |Principles of advertising |
|課程類別 |學科基礎課 |
|課程性質 |選修 |
|學時 |總學時：32上機學時：0實驗學時：0實踐學時：0 |
|學分 |2 |
|開課學期 |第二學期 |
|開課單位 |新聞與傳播學院 |
|適用專業(yè) |傳播學、新聞學、廣告學 |
|授課語言 |中文授課 |
|先修課程 |傳播學原理 |
|畢業(yè)要求（專業(yè)|本課程對學生達到如下畢業(yè)要求有如下貢獻： |
|培養(yǎng)能力） |1、扎實的專業(yè)基礎：以品牌傳播理論為核心，培養(yǎng)學生系統(tǒng)地掌|
| |握專業(yè)基本原理、方法和手段等。 |
| |2、良好的專業(yè)技能：培養(yǎng)學生具備基本的從業(yè)基礎技能。 |
| |3、知識的運用與融通：培養(yǎng)學生能把理論知識與實踐結合，在實|
| |踐運用中消化與提升知識的理解。 |
| |4、創(chuàng)新精神與創(chuàng)業(yè)能力并具：廣告是應用性學科，創(chuàng)新是廣告的|
| |靈魂。培養(yǎng)學生專業(yè)能力的原創(chuàng)性與獨立精神。 |
| |5、全球視野：宏觀的戰(zhàn)略眼光和國際視野，與國際行業(yè)標準的接|
| |軌。 |
|課程培養(yǎng)學生的|完成課程后，學生將具備以下能力： |
|能力（教學目標|（1）掌握廣告學的基本原理和基本知識，培養(yǎng)學生發(fā)現(xiàn)問題、解|
|） |決問題的基本能力。［1、2］ |
| |（2）掌握廣告運作和廣告策劃創(chuàng)意的基本知識，學生具有策劃創(chuàng)|
| |意的初步能力。［1、3、4］ |
| |（3）掌握廣告策劃創(chuàng)意的基本方法，并具有初步撰寫廣告策劃方|
| |案的能力，培養(yǎng)學生的實踐能力。［3、5］ |
|課程簡介 |本課程的特點是：1、講述內容廣博，使學生對廣告有個大概的全|
| |貌性理解，在以后的專業(yè)課程中還會針對各個方面（如廣告策劃 |
| |、廣告文案寫作、廣告媒體研究、廣告效果評估、廣告設計、廣 |
| |告管理等）進行細致的講解與分析。因此需要大量的信息知識以 |
| |補充課程內容。2、 廣告是一門與時代結合緊密的學科，要求時 |
| |時處處以現(xiàn)實生活、現(xiàn)實案例為參考進行講解，所以要求講述內 |
| |容時時更新，以滿足課程要求及學生要求。3、廣告學是一門非常|
| |實用的科學，要求有極強的動手能力，所以在教學過程中要求讓 |
| |學生一方面學習專業(yè)制作方面的知識，另一方面要求學生親自動 |
| |手去深入市場，進行現(xiàn)實的或模擬的廣告運作，以便更好地學以 |
| |致用。 |
|教學內容與學時|（一）廣告概述 學時：4 |
|分配 |教學內容和要求： |
| |（1）了解廣告的特性、類別、影響和作用 |
| |（2）了解廣告學與其他學科的關系 |
| |（二）廣告組織與運營 學時：2 |
| |教學內容和要求： |
| |（1）了解廣告組織的演變 |
| |（2）認知各種廣告組織的特性 |
| |（3）了解廣告交易制度與費用 |
| |（三）廣告機會分析 學時：4 |
| |教學內容和要求： |
| |（1）掌握廣告環(huán)境、消費者行為、產(chǎn)品與品牌的分析方法 |
| |（2）了解整合營銷傳播的概念與特性 |
| |（四）廣告計劃 學時：4 |
| |教學內容和要求： |
| |（1）了解廣告計劃的含義及特性 |
| |（2）認知廣告計劃的內容、廣告預算的編制 |
| |（3）掌握計劃書的撰寫、廣告調查的方法 |
| |（五）廣告表現(xiàn)戰(zhàn)略 學時：4 |
| |教學內容和要求： |
| |（1）了解廣告表現(xiàn)的內涵 |
| |（2）認知廣告創(chuàng)意的概念和基本方法 |
| |（3）掌握廣告定位的概念和基本方法 |
| |（六）廣告文案 學時：4 |
| |教學內容和要求： |
| |（1）掌握廣告文案的基本概念 |
| |（2）了解廣告標題、廣告正文、廣告口號 |
| |（3）掌握廣播電視廣告詞的寫作方法 |
| |（七）廣告媒體的運用 學時：4 |
| |教學內容和要求： |
| |（1）了解廣告媒體的類別和特點 |
| |（2）掌握媒體計劃的寫作方法 |
| |（3）掌握媒體組合策略和廣告日程的安排策略 |
| |（八）廣告受眾 學時：2 |
| |教學內容和要求： |
| |（1）了解廣告受眾與受眾的特性 |
| |（2）了解廣告受眾與信息傳播的關系 |
| |（3）掌握廣告受眾的心理特征 |
| |（九）廣告效果的測定 學時：2 |
| |教學內容和要求： |
| |（1）了解廣告效果的含義及特性 |
| |（2）掌握廣告?zhèn)鞑バЧ?、銷售效果和社會效果的測定方法 |
| |（十）廣告管理 學時：2 |
| |教學內容和要求： |
| |（1）了解廣告管理的含義與特性 |
| |（2）掌握廣告管理的內容和方法 |
| |（3）了解廣告準則和廣告審查及國外廣告管理的概況 |
|實驗教學（包括|無 |
|上機學時、實驗| |
|學時、實踐學時| |
|） | |
|教學方法 |課程教學以課堂教學、課外作業(yè)、綜合討論、網(wǎng)絡以及授課教師 |
| |的科研項目與積累等共同實施。 |
|考核方式 |本課程注重過程考核，成績比例為： |
| |平時作業(yè)和課堂表現(xiàn)：30% |
| |期末考試（閉卷）：70% |
|教材及參考書 |現(xiàn)用教材： |
| |倪寧編著的《廣告學教程》， 中國人民大學出版社 2014年版 |
| |主要參考資料： |
| |[1] 《當代廣告學》 威廉 阿倫斯著，丁俊杰等譯 人民郵電出版 |
| |社 2013年版 |
| |[2] 《一個廣告人的自白》奧格威著，林樺譯 中信出版社 |
| |2010年版 |
|制定人及制定間|戴世富，2017年3月25日 |

“Principles of advertising ”Syllabus
|Course Code |171006 |
|Course Title |Principles of advertising |
|Course Category |Disciplinary Basic Course |
|Course Nature |Compulsory Course |
|Class Hours |All Class Hours:48 Computer?Lab:0 Experiment:0 |
| |Practice:0 |
|Credits |Three |
|Semester |The Second Semester |
|Institute |School of Journalism and Communication |
|Program Oriented|Journalism, Communication, advertisement |
|Teaching |Chinese |
|Language | |
|Prerequisites |Principles of Communication |
|Student Outcomes|Target 1: |
|(Special |(consolidate the basis of the special field) With brand|
|Training |communication theories as the core, cultivating |
|Ability) |students with basic professional theories, methods and |
| |approaches. |
| |Target 2: (good technical abilities in the special |
| |field teaching students basic vocational skills |
| |Target 3:(the well-understanding and practice of |
| |knowledge) train students' ability to combine theory |
| |with reality, finally achieving a real understanding |
| |and mastering of knowledge in real practice. |
| |Target 4:( contain both spirit of innovation and |
| |enterprise competence ) advertising is an applied |
| |science |
| |Target 5: (global vision) with a macroscopic strategic |
| |vision and international vision, which can help to meet|
| |the international industry standards. |
|Teaching |After completion of the course, students will have the |
|Objectives |following abilities: |
| |(1) master the basic principles and knowledge of |
| |advertising, and cultivate students' ability to |
| |discover and solve problems. |
| |(2) master the basic knowledge of advertising operation|
| |and advertising planning creativity, students have the |
| |preliminary ability to create. |
| |(3) master the basic methods of advertising creative |
| |planning, and have the preliminary ability to write an|
| |advertising planning, train students' practical |
| |ability. |
|Course |The characteristics of this course : 1.Extensive |
|Description |content make students have a general understanding of |
| |advertising, and will explain and analyze all aspects |
| |in detail(such as advertising, advertising Copy |
| |writing, advertising media research, advertising effect|
| |evaluation, advertisement design, advertisement |
| |management etc.) in the future professional courses. |
| |Therefore, a large amount of information is needed to |
| |supplement the course content. 2. advertising is a |
| |subject that combines with the times closely, and it |
| |uses the real life and realistic case for reference to |
| |explain, so it requires to update the content in real |
| |time to meet the curriculum of the students and |
| |curriculum. 3. advertising is a very practical science,|
| |with strong practical ability, so in the teaching |
| |process, students need to learn the knowledge about |
| |professional production, at the same time, students |
| |should go into the market in person to carry out a real|
| |or simulated advertising operation in order to better |
| |apply their knowledge. |
|Teaching Content|1.advertising overview Credits：4 |
|and Class Hours |Teaching contents and requirements: |
|Distribution |(1) understand the characteristics, categories, effects|
| |and functions of advertising |
| |(2) understanding the relationship between advertising |
| |and other disciplines |
| | |
| |2.advertising organization and operation Credits：2 |
| |Teaching contents and requirements: |
| |(1) understanding the evolution of advertising |
| |organizations |
| |(2) recognize the characteristics of various |
| |advertising organizations |
| |(3) understand the advertising trading system and the |
| |cost of advertising |
| | |
| |3.advertising opportunity analysis Credits：4 |
| |Teaching contents and requirements: |
| |(1) master the analysis methods of advertising |
| |environment, consumer behavior, product and brand |
| |(2) understand the concept and characteristics of |
| |integrated marketing communications |
| | |
| |4.advertising planning Credits：4 |
| |Teaching contents and requirements: |
| |(1) understand the meaning and characteristics of the |
| |advertising planning |
| |(2) know the content of the advertising planning and |
| |the preparation of advertising budget |
| |(3) master the writing of advertising plan and the |
| |methods of advertising investigation |
| | |
| |5.advertising performance strategy Credits：4 |
| |Teaching contents and requirements: |
| |(1) understand the connotation of advertising |
| |performance |
| |(2)know the concept and basic methods of advertising |
| |creative |
| |(3) master the concept and basic methods of advertising|
| |positioning |
| | |
| |6.advertising copy Credits：4 |
| |Teaching contents and requirements: |
| |(1) master the basic concept of advertising copy |
| |(2) understand the advertising headlines, advertising |
| |text, advertising slogan |
| |(3) master the methods of writing radio and TV |
| |advertising words |
| | |
| |7.the use of advertising media Credits：4 |
| |Teaching contents and requirements: |
| |(1) understanding the types and characteristics of |
| |advertising media |
| |(2) master the writing methods of media planning |
| |(3) master the strategy of media mix strategy and |
| |advertising schedule |
| | |
| |7.advertising audience Credits：2 |
| |Teaching contents and requirements: |
| |understand the audience and the characteristics of the |
| |audience |
| |understand the relationship between the audience and |
| |the communication |
| |(3) master the psychological characteristics of the |
| |audience |
| | |
| |8.the measurement of advertising effectiveness |
| |Credits：2 |
| |Teaching contents and requirements: |
| |(1) understand the meaning and characteristics of |
| |advertising effectiveness |
| |(2) master the methods of measuring the effect of |
| |advertising communication effect, sales effect and |
| |social effect. |
| | |
| |9.advertising management Credits：2 |
| |Teaching contents and requirements: |
| |(1) understand the meaning and characteristics of |
| |advertising management |
| |(2) master the contents and methods of advertising |
| |management |
| |(3) understanding advertising standards, advertising |
| |review and overview of foreign advertising management |
|Experimental |None |
|Teaching | |
|Teaching Method |The curriculum teaching is carried out in the following|
| |aspects: classroom teaching, homework, comprehensive |
| |discussion, network and the research project of |
| |teachers. |
|Examination |This course focuses on process assessment: |
|Method |Homework and classroom performance: 30% |
| |Final exam (close-book?examination): 70% |
|Teaching |Text?Book:? The course of advertising Authored?by Ni |
|Materials and |Ning, Renmin University of China press, 2014 |
|Reference Books |Main reference: |
| |[1] "contemporary advertising" , Authored?by William |
| |Arens, translated by Ding Junjie et. People's Posts and|
| |Telecommunications Press, 2013 |
| |[2]"Confessions of an advertising man, Authored?by |
| |Ogilvy, translated by Lin Hua,CITIC publishing house, |
| |2010 |
|Prepared by Whom|Dai Shifu, March 25,2017 |
|and When | |

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