广告学教学大纲.doc

promote the extension of strictly administering the party grass-roots, but also the educational practice of the mass line of the party and three-three special education results achieved further inherited and expanded. To realize two a learning education is a necessary solution to the present problems of party construction. Strengthen problem consciousness and insisted on problem-oriented, is full of strictly administering the party since the partys 18 a distinctive feature, a successful experience. Secretary Wang noted that some party members still have political awareness, lack of political responsibility issues, party awareness and consciousness of the problem belief does not really believe, slim does not actually fix problems, outspoken, and jump on the assessment of the partys policies, and so on. Bi Lifu Secretary pointed out that a quarter of the economic situation is very serious, there is pressure on environment, seasonal factors and other objective reasons, but mainly subjective problem, is the problem of party members and cadres. Some depressed, negative slack, not responsible, . Double six, one, and two took the lead, build energy burst, Hongshan district, economic prosperity, eco-livable, civilized and harmonious island. It certainly can not be separated from the whole area 646 grass-roots party organizations and 14,146 members of broad participation and support. Through the two study and education, so that every cell of the party health, every organization is strong, so that all members of the vanguard and exemplary role, all the fighting bastion role of grass-roots party organizations into full play so that we can cross the Rapids, overcome all difficulties and the smooth realization of the Thirteen-Five goal. Second, basic learning, focus on learning education must understand the learning content and learning styles Foundation learning these four words are important information inside is very large, capture profound work truth in life. For example, I often say that the good Carpenter NAO Carpenter, why do some carpenters made furniture to have everybody likes it, Carpenter we are not willing to look for him? are apparently two people high and low technology, dig into the deep is firmer when both of his apprentices are not solid, there is no good that way. Luban art of story primary school are learn had, first after six mark test practice conduct, and practice cultivation, and practice perseverance, and practice patience, then with seven days seven night mill axe theory armed, and unity action, seriously learning XI General Secretary on reform development stable, and Interior diplomatic defense, and rule party ruling army of important thought, seriously learning to XI comrade for General Secretary of Central ruling acting political new concept new thought new strategy, seriously learning XI General Secretary study in Inner Mongolia important speech spirit, Guide party members and a deep understanding of a series of important speeches rich connotation and core ideas, which began so thoroughly Marxist positions广告学原理课程教学大纲任课教师：姚沙沙广告学原理课程教学大纲涉及重大决策事项、重要人事任免、重大项目安排和大额度资金使用等，具有决策、行政执法、行政许可、部门管理等决策、审批、自由裁量、事务管理决定权的领导岗位。To sum up, is divided into 9 main parts: 1. with regard to persisting and developing socialism with Chinese characteristics. 18 since the XIOn more than one occasion, General Secretary of the historical origin and development process of socialism with Chinese characteristics, the road of socialism with Chinese characteristics, System Info, system, uphold and develop the understanding of socialism with Chinese characteristics is determined to have been profoundly expounded, further strengthened the party and the people adhere to and develop the confidence and determination of the socialism with Chinese characteristics. XI General Secretarys speech in this regard include the peoples yearning for a better life, that is our goal, closely focus on the development of socialism with Chinese characteristics study and publicize the spirit of party 18, the unwaveringly adhere to the development of socialism with Chinese characteristics, the persistence and good use of Mao Ze-Dongs thought of soul. 2. with regard to the Chinese dream of realizing the great rejuvenation of the Chinese nation. 18 closing soon, the new Central collective leadership when they visited the exhibition of the road to recovery, XI, General Secretary of the solemn declaration the great rejuvenation of the Chinese nation, the greatest dream of the Chinese nation in modern times. Zhihou, on more than one occasion, General Secretary expounded the scientific connotation of Chinese dream, realize the Chinese dream must take the road, carry forward the spirit and cohesion of Chinese forces, gradually formed the China dream, a strategic thought. And practice with the Chinese dream, reflects the history of the new session of the CPC Central Committee, and conforms to the development trend and the people hope, embodies the greatest common divisor and the consensus of Chinese people at home and abroad, inspiring all peoples forging ahead in unity, the spirit of unswervingly follow the road of socialism with Chinese characteristics flags and high melody. This aspects XI General Secretary of speech main including achieved Chinese great revival is Chinese modern yilai most great of dream in 12th session national peoples Congress first times Conference Shang of speech work to dream into really in achieved China dream of vivid practice in the flying youth dream achieved China dream not only benefit people, and benefit world people innovation due its Shi, dream suitable have its potential achieved Chinese great revival is both at home and abroad Chinese children common of dream,. 3. on deepening reform. 18 since the XI General Secretary for the first time to Study on the choice of the Guangdong, unequivocally express the unswervingly follow the road of reform and opening up power determination and courage. Partys 18 session adopted a decision to deepen reform, opened a new journey for deepening the reform in our country. Central has held 22 times full deepening reform led Group Conference, considered through more than 100 more items important reform programme, developed introduced more than 800 over9中文名称：广告学原理课程代码：课程类型：专业基础课适用对象：全日制高职（三年制）适用专业：市场营销编写日期：2013年3月10日审核人：英文名称：advertiment学 分：总学时： 40学时开课学期：第二学期执笔者： 姚沙沙批准人：一、课程的性质、任务与目的广告学原理是高等职业技术学院市场营销专业的一门专业基础课。本课程课内学时数为40学分。教材为广告学原理（陈培爱 主编 复旦大学出版社）本课程的目的在于使学生系统了解并掌握广告学的基本理论，了解广告学涉及相关的广告信息、广告创意、广告媒介、广告受众、广告效果的方面的主要内容，便于以后进入营销行业后能够学以致用。二、课程的教学基本要求1、在教与学过程中应诱发学生的学习动机，激发学生的学习兴趣，养成在生活中自觉去创造好的广告创意的习惯。2、本课程采用面授辅导与学生自学相结合的教学方式，在面授教学中，突出重点、难点，力求通过形象化的教学使学生对所学内容加深理解。切忌满堂灌的方式。三、教学内容 第1章 绪论本章要点与要求：通过本章的教学使学生初步了解广告的本质、分类及研究对象。1、使学生了解广告的分类、研究对象。2、使学生掌握广告的本质。3、使学生了解广告学与其他学科的关系。本章主要内容：一、广告的本质二、广告的分类三、广告的研究对象第2章 广告基础理论本章要点与要求：1了解广告与传播学原理2了解广告与市场学原理3了解广告与消费者行为4了解广告与文化观念本章主要内容：第一节 广告与传播学原理 一、广告传播的构成要素2、 广告传播手段的发展3、 广告传播理念的演进4、 广告的传播功能5、 广告的第二传播 第二节 广告与市场学原理一、市场营销概念二、广告与市场营销三、广告与产品生命周期四、广告与广告主的市场营销策略第三节 广告与消费者行为一、消费者行为构成二、消费者的类型分析三、消费者行为研究对广告策划的意义第四节 广告与文化观念一、广告是重要的文化现象二、广告文化的基本功能三、广告策划中的文化环境四、广告策划中的文化表现第三章 广告调查与策略本章要点与要求：1、了解广告信息的来源及广告资料的收集和分析；2、掌握广告信息的传递过程、确定广告目标、确定广告的传播对象和主题。；3、熟悉广告战略的趋向及广告战略的实施原则；4、掌握各种广告策略；本章主要内容：第1节 广告资料调查 一、广告信息的来源 二、广告资料的收集和分析第2节 广告目标确定 一、广告信息的传递过程 二、确定广告目标 三、确定广告的传播对象和主题第3节 广告战略 一、广告战略是广告宣传成功地关键 二、广告战略分类与内容 三、现代广告战略的趋向4、 广告战略的实施原则 第4节 广告策略一、不同市场竞争地位的广告策略二、不同经济气候的广告策略三、不同产品生命周期的广告策略第四章 广告信息本章要点与要求了解广告文稿创作的基本要求及技巧；熟悉广告设计的创意、掌握广告设计的原则与特征；了解商标的广告作用，包装装潢的广告作用。本章主要内容第1节 广告文稿创作 一、广告文稿的重要性2、 广告文稿创作的基本要求3、 广告文稿的创作技巧第二节 广告设计原理一、广告设计的创意二、广告设计的原则与特征三、广告设计的种类第三节 商标与包装装潢中的广告信息一、商标的广告作用二、包装装潢的广告作用第五章 广告创意本章要点与要求：了解广告创意的概述；熟悉多媒体时代传统媒体的广告创意；理解传播效果冲击下的广告创意、熟悉广告创意的误区、寻找创意的突破口，了解中西文化差异与广告创意。本章主要内容：第一节多媒体时代的广告创意一、媒体创意概述二、多媒体时代受众心理的变化三、多媒体时代传统媒体的广告创意四、多媒体时代网络媒体的广告创意五、多媒体时代广告创意的新趋势第二节 新传播环境下的广告创意一、传播效果冲击下的广告创意二、广告创意的误区三、寻找创意的突破口第三节 中西方文化差异与广告创意一、含蓄与叛逆二、感性与理性三、群体与个人四、传统与务实第六章 广告媒介本章要点及要求：了解广告媒介的特点，熟记广告媒介目标要素与评价；掌握影响广告媒介选择的因素和广告媒介组合。本章内容：第1节 广告媒介的特点 一、报纸2、 杂志3、 广播4、 电视5、 邮寄广告6、 招贴广告第二节 广告媒介目标要素与评价一、覆盖面二、接触率三、影响力四、影响度第三节 影响广告媒介选择的因素一、广告目标的要求二、广告传播的对象三、广告媒介的量和质四、广告产品的特性五、广告费用支出六、国家法律的规定第四节 广告媒介组合一、广告媒介组合的含义及目的二、广告媒介运用策略三、广告媒介创新运用 第八章 广告受众本章要点及要求：了解广告与受传者地关系，熟记和掌握广告与消费者及消费者行为的关系。本章内容： 第一节 广告与受传者 一、广告信息的受传者与传播方式 二、广告信息的核心-接受者需要 三、不同媒介接受者特征第二节 广告与消费者一、现代广告经营指导思想二、消费者市场细分三、消费者购买行为第三节 广告与消费者行为一、消费者行为的定义二、消费者行为与心理学、市场营销的关系三、广告与消费心理、消费行为的关系四、广告信息影响消费者行为的外显部分五、广告信息影响消费者行为的内隐部分第九章 广告效果本章要点与要求：了解广告效果的概述；熟悉广告效果分类及测定，掌握广告传播效果测定和广告销售效果测定。本章主要内容：第1节 广告效果概述 一、广告效果研究的意义2、 广告效果的特点三、制约广告效果的因素四、广告效果测定的常用方法五、广告效果研究的相关理论与模型第二节 广告效果分类及测定一、广告效果分类二、广告效果测定第三节 广告传播效果测定一、传播效果的事前测定二、传播效果的事后测定三、案例：脑白金广告传播效果第四节 广告销售效果测定一、销售效果测定方法二、销售效果测定的注意事项 第十章 广告预算本章要点及要求：了解广告预算的根据，熟记广告预算的内容和方法和广告预算的分配，掌握如何提高企业广告投资效益。本章内容： 第一节 广告预算的根据一、根据企业的承受能力二、根据企业的营销目标和广告目标三、根据企业的外部环境因素影响程度四、根据产品本身特点第二节 广告预算的内容与方法一、广告预算的内容二、广告预算的方法第三节 广告预算的分配一、广告预算分配的项目二、广告预算分配的