戴世富:广告学原理 - 员工培训网

《广告学原理》教学大纲

课程代码

171006

课程名称

广告学原理

英文名称

Principlesof advertising

课程类别

学科基础课

课程性质

选修

学时

总学时：32上机学时：0实验学时：0实践学时：0

学分

开课学期

第二学期

开课单位

新闻与传播学院

适用专业

传播学、新闻学、广告学

授课语言

中文授课

先修课程

传播学原理

毕业要求（专业培养能力）

本课程对学生达到如下毕业要求有如下贡献：

1、扎实的专业基础：以品牌传播理论为核心，培养学生系统地掌握专业基本原理、方法和手段等。

2、良好的专业技能：培养学生具备基本的从业基础技能。

3、知识的运用与融通：培养学生能把理论知识与实践结合，在实践运用中消化与提升知识的理解。

4、创新精神与创业能力并具：广告是应用性学科，创新是广告的灵魂。培养学生专业能力的原创性与独立精神。

5、全球视野：宏观的战略眼光和国际视野，与国际行业标准的接轨。

课程培养学生的能力（教学目标）

完成课程后，学生将具备以下能力：

（1）掌握广告学的基本原理和基本知识，培养学生发现问题、解决问题的基本能力。［1、2］

（2）掌握广告运作和广告策划创意的基本知识，学生具有策划创意的初步能力。［1、3、4］

（3）掌握广告策划创意的基本方法，并具有初步撰写广告策划方案的能力，培养学生的实践能力。［3、5］

课程简介

本课程的特点是：1、讲述内容广博，使学生对广告有个大概的全貌性理解，在以后的专业课程中还会针对各个方面（如广告策划、广告文案写作、广告媒体研究、广告效果评估、广告设计、广告管理等）进行细致的讲解与分析。因此需要大量的信息知识以补充课程内容。2、广告是一门与时代结合紧密的学科，要求时时处处以现实生活、现实案例为参考进行讲解，所以要求讲述内容时时更新，以满足课程要求及学生要求。3、广告学是一门非常实用的科学，要求有极强的动手能力，所以在教学过程中要求让学生一方面学习专业制作方面的知识，另一方面要求学生亲自动手去深入市场，进行现实的或模拟的广告运作，以便更好地学以致用。

教学内容与学时分配

（一）广告概述学时：4

教学内容和要求：

（1）了解广告的特性、类别、影响和作用

（2）了解广告学与其他学科的关系

（二）广告组织与运营学时：2

教学内容和要求：

（1）了解广告组织的演变

（2）认知各种广告组织的特性

（3）了解广告交易制度与费用

（三）广告机会分析学时：4

教学内容和要求：

（1）掌握广告环境、消费者行为、产品与品牌的分析方法

（2）了解整合营销传播的概念与特性

（四）广告计划学时：4

教学内容和要求：

（1）了解广告计划的含义及特性

（2）认知广告计划的内容、广告预算的编制

（3）掌握计划书的撰写、广告调查的方法

（五）广告表现战略学时：4

教学内容和要求：

（1）了解广告表现的内涵

（2）认知广告创意的概念和基本方法

（3）掌握广告定位的概念和基本方法

（六）广告文案学时：4

教学内容和要求：

（1）掌握广告文案的基本概念

（2）了解广告标题、广告正文、广告口号

（3）掌握广播电视广告词的写作方法

（七）广告媒体的运用学时：4

教学内容和要求：

（1）了解广告媒体的类别和特点

（2）掌握媒体计划的写作方法

（3）掌握媒体组合策略和广告日程的安排策略

（八）广告受众学时：2

教学内容和要求：

（1）了解广告受众与受众的特性

（2）了解广告受众与信息传播的关系

（3）掌握广告受众的心理特征

（九）广告效果的测定学时：2

教学内容和要求：

（1）了解广告效果的含义及特性

（2）掌握广告传播效果、销售效果和社会效果的测定方法

（十）广告管理学时：2

教学内容和要求：

（1）了解广告管理的含义与特性

（2）掌握广告管理的内容和方法

（3）了解广告准则和广告审查及国外广告管理的概况

实验教学（包括上机学时、实验学时、实践学时）

无

教学方法

课程教学以课堂教学、课外作业、综合讨论、网络以及授课教师的科研项目与积累等共同实施。

考核方式

本课程注重过程考核，成绩比例为：

平时作业和课堂表现：30%

期末考试（闭卷）：70%

教材及参考书

现用教材：

倪宁编著的《广告学教程》，中国人民大学出版社2014年版

主要参考资料：

[1] 《当代广告学》威廉阿伦斯著，丁俊杰等译人民邮电出版社2013年版

[2] 《一个广告人的自白》奥格威著，林桦译中信出版社2010年版

制定人及制定间

戴世富，2017年3月25日

“Principlesof advertising ”Syllabus

CourseCode	171006
CourseTitle	Principlesof advertising
CourseCategory	DisciplinaryBasic Course
CourseNature	CompulsoryCourse
ClassHours	AllClass Hours:48 Computer Lab:0 Experiment:0 Practice:0
Credits	Three
Semester	TheSecond Semester
Institute	Schoolof Journalism and Communication
ProgramOriented	Journalism,Communication, advertisement
TeachingLanguage	Chinese
Prerequisites	Principlesof Communication
StudentOutcomes (Special Training Ability)	Target 1: (consolidate the basis of the specialfield) With brand communication theories as the core, cultivating studentswith basic professional theories, methods and approaches. Target 2: (good technical abilities inthe special field teaching students basic vocational skills Target 3:(the well-understanding andpractice of knowledge) train students' ability to combine theory withreality, finally achieving a real understanding and mastering of knowledge inreal practice. Target 4:( contain both spirit ofinnovation and enterprise competence ) advertising is an applied science Target 5: (global vision) with amacroscopic strategic vision and international vision, which can help to meetthe international industry standards.
TeachingObjectives	Aftercompletion of the course, students will have the following abilities: (1)master the basic principles and knowledge of advertising, and cultivatestudents' ability to discover and solve problems. (2)master the basic knowledge of advertising operation and advertising planningcreativity, students have the preliminary ability to create. (3)master the basic methods of advertising creative planning, and have thepreliminary ability to write an advertisingplanning, train students' practical ability.
CourseDescription	The characteristics of this course : 1.Extensivecontent make students have a general understanding of advertising, and willexplain and analyze all aspects in detail(such as advertising, advertisingCopy writing, advertising media research, advertising effect evaluation,advertisement design, advertisement management etc.) in the futureprofessional courses. Therefore, a large amount of information is needed tosupplement the course content. 2. advertising is a subject that combines withthe times closely, and it uses the real life and realistic case for referenceto explain, so it requires to update the content in real time to meet thecurriculum of the students and curriculum. 3. advertising is a very practicalscience, with strong practical ability, so in the teaching process, studentsneed 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 simulatedadvertising operation in order to better apply their knowledge.
TeachingContent and Class Hours Distribution	1.advertisingoverview Credits：4 Teachingcontents and requirements: (1)understand the characteristics, categories, effects and functions ofadvertising (2)understanding the relationship between advertising and other disciplines 2.advertisingorganization and operation Credits：2 Teachingcontents 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.advertisingopportunity analysis Credits：4 Teachingcontents and requirements: (1)master the analysis methods of advertising environment, consumer behavior,product and brand (2)understand the concept and characteristics of integrated marketingcommunications 4.advertisingplanning Credits：4 Teachingcontents and requirements: (1)understand the meaning and characteristics of the advertising planning (2)know the content of the advertising planning and the preparation ofadvertising budget (3)master the writing of advertising plan and the methods of advertisinginvestigation 5.advertisingperformance strategy Credits：4 Teachingcontents and requirements: (1)understand the connotation of advertising performance (2)knowthe concept and basic methods of advertising creative (3)master the concept and basic methods of advertising positioning 6.advertisingcopy Credits：4 Teachingcontents 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.theuse of advertising media Credits：4 Teachingcontents 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.advertisingaudience Credits：2 Teachingcontents and requirements: (1) understand theaudience and the characteristics of the audience (2) understand therelationship between the audience and the communication (3)master the psychological characteristics of the audience 8.themeasurement of advertising effectiveness Credits：2 Teachingcontents and requirements: (1)understand the meaning and characteristics of advertising effectiveness (2)master the methods of measuring the effect of advertising communicationeffect, sales effect and social effect. 9.advertisingmanagement Credits：2 Teachingcontents 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 offoreign advertising management
ExperimentalTeaching	None
TeachingMethod	Thecurriculum teaching is carried out in the following aspects: classroomteaching, homework, comprehensive discussion, network and the researchproject of teachers.
ExaminationMethod	Thiscourse focuses on process assessment: Homeworkand classroom performance: 30% Finalexam (close-book examination): 70%
TeachingMaterials and Reference Books	Text Book: The course of advertising Authored by Ni Ning, Renmin University ofChina press, 2014 Mainreference: [1]"contemporary advertising" , Authored by William Arens, translatedby Ding Junjie et. People's Posts and Telecommunications Press, 2013 [2]"Confessionsof an advertising man, Authored by Ogilvy,translated by Lin Hua,CITIC publishinghouse, 2010
Preparedby Whom and When	DaiShifu, March 25,2017

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