《國際廣告》-課程教學(xué)大綱

PAGE《國際廣告》課程教學(xué)大綱一、課程基本信息課程代碼：16063203課程名稱：《國際廣告》英文名稱：InternationalAdvertising課程類別：專業(yè)課學(xué)時：48學(xué)時學(xué)分：3學(xué)分適用對象:廣告學(xué)專業(yè)大學(xué)三年級考核方式：論文先修課程：廣告學(xué)、廣告文案與寫作、廣告心理學(xué)等基礎(chǔ)學(xué)科二、課程簡介本課程為最專業(yè)選修課，課程內(nèi)容旨在從宏觀上傳達(dá)國際廣告活動的歷史、理論、策略、制作與經(jīng)營管理等知識，使學(xué)生明白國際廣告的學(xué)科性質(zhì)、研究方法、基礎(chǔ)原理和運作流程等，并能融會貫通，了解各國的具體情況和對廣告的不同態(tài)度，了解國外主流媒體和社交媒體上的廣告和傳播形式及特點，通過對相關(guān)案例的分析，了解中國國家形象和中國企業(yè)對外傳播、中國文化對外輸出的現(xiàn)狀和現(xiàn)存問題，為今后從事國際廣告和國際營銷工作，幫助我國國際形象提升和我國企業(yè)國際市場拓展、講好中國故事做準(zhǔn)備。ThiscourseistheoptionalcoursesofAdvertising.Thecontentisdesignedtoconveytheinternationaladvertisingactivitiesofthehistory,theory,strategy,productionandmanagementofknowledgefromacomprehensiveviewandtoenablestudentstounderstandtheinternationaladvertisingsubjectnature,researchmethods,basicprincipleandoperationprocess,andcanusetheirknowleagetoanewscopetounderstandthespecificsituationofdifferentcountriesanddifferentattitudesonadvertising,takingcorrespondingmeasuresandstrategiestoprepareforacareerininternationaladvertisingandinternationalmarketingcareer.三、課程性質(zhì)與教學(xué)目的課程性質(zhì)：選修課教學(xué)目的：通過本課程的教學(xué)，使學(xué)生了解國際廣告的概念、本質(zhì)和內(nèi)涵，建立廣告整體、較為全面和全球化的專業(yè)視野，具備針對國際市場的營銷傳播能力，為我國開展對外交流傳播活動和企業(yè)進(jìn)入國際市場的營銷傳播活動培養(yǎng)一批專業(yè)人才。讓學(xué)生熟悉國際市場上廣告的類型與創(chuàng)作方法，掌握國際主流媒體和社交網(wǎng)絡(luò)上的傳播特征和受眾需求，并為進(jìn)入國際廣告公司或國際營銷機(jī)構(gòu)，或開展國際市場的營銷傳播活動打下堅實的基礎(chǔ)。教學(xué)內(nèi)容及要求第一章TheAmericaadvertising(Definition/History/Type/Trend)教學(xué)目的：Afterstudyingthischapter，thestudentshouldbeabletounderstandandexplain:howtheelementsofthecommunicationprocesstransfer,meaningfromthesendertothereceiverthenatureofmeaninginmarketingcommunicationusingaperspectiveknownassemioticshowmarketingcommunicatorsusethethreeformsoffigurativelanguage(simile,metaphorandallegory)thebasicfeaturesofthetwomodelsofconsumerbehaviour:theconsumerprocessingmodel(CPM)andthehedonic,experientialmodel(HEM).主要內(nèi)容:TheAdvertisingCommunicationModelTheAdvertising&MarketingProcessTheEvolutionofAdvertisingTheClassificationofAdvertising基本概念:Persona,Author,Emotional,advertisingRationaladvertising問題與應(yīng)用:可以對一則英文廣告的構(gòu)成要素進(jìn)行深入分析教學(xué)要求：課前要求：提前了解廣告與國際廣告的異同課中要求：根據(jù)國際廣告的傳播學(xué)和營銷學(xué)模型，對國際廣告的構(gòu)成要素和對社會的影響進(jìn)行互動討論課后要求：思考與討論國內(nèi)廣告與國際廣告的相關(guān)區(qū)別和聯(lián)系。第二章Principles:BacktoBasic教學(xué)內(nèi)容：Principles:BacktoBasics主要內(nèi)容：MostcommontypesofadvertisingAdvertising’sErasandAgesKeyComponentsofAdvertisingTheAgencyWorld:KeyPlayersTypesofAgenciesAgencyOrganization:AgencyCompensationKeyConceptsintheChangingLandscape:HowisAdvertisingChanging?BrandCommunicationWhatisBrandandMarketingCommunication?Whatismarketing?TypesofMarketsMarketingMixAddedValueIntegratedMarketingCommunication(IMC)RoleofcommunicationinBrandingComponentsofBrandPerceptionHowDoesaBrandAcquireMeaning?HowDoesBrandTransformationWorkBrandValueandEquityBrandCommunicationinaTimeofChangeBrandCommunicationandSocietyDemandCreation–KeyIssues/ConcernsCommunicator’sEthicalresponsibilitiesRegulatingBrandcommunication基本概念:IMC,Brandequity,BrandPerception問題與應(yīng)用:可以了解在一則國際廣告中品牌是如何通過廣告來構(gòu)建自己并且進(jìn)行營銷的。以我國在國際市場上有一定知名度的品牌為例，如海爾、小米、華為等，分析其如何在國際市場上構(gòu)建品牌并進(jìn)行營銷的，目前在國際傳播中面臨的主要問題是什么，并提出自己的傳播建議。教學(xué)要求：1.課前要求：提前學(xué)習(xí)Mostcommontypesofadvertising2.課中要求：互動討論并通過班級辯論了解BrandCommunicationandMarketingCommunication的區(qū)別3.課后要求：分組討論、思考HowDoesBrandTransformationWork第三章Principles:Betruetothebrandandtheconsumer教學(xué)內(nèi)容：Principle:BeTruetoThyBrand–andTheConsumerAfterstudyingthischapter,youshouldbeabletounderstandandexplain:themajordemographicdevelopments,suchaschangesintheagestructure,oftheAustralianpopulationhowdemographicsandgeo-demographicsareusedinsegmentingconsumergroupsthenatureofvaluesandlifestyletargetinghowtheRoyMorganValuesSegmentscanbeusedtosegmentconsumergroupstheroleofonlinebehaviouraltargetingtheconceptofbrandpositioningandtheroleitplaysindevelopingmarketingcommunicationsstrategies.主要內(nèi)容：HowBrandCommunicationWorksAdvertisingasMassCommunicationFacetsofImpactPerceptionTheEmotionalorAffectiveFacet:FeelTheCognitionFacet:Think/UnderstandTheAssociationFacet:ConnectThePersuasionFacet:BelieveTheBehaviorFacet:Act/DoPowerofBrandCommunicationSegmentingandTargetingtheAudienceHowtoConsumersMakeBrandDecisions?PathstoBrandDecisionWhatInfluencesConsumerDecisions?CulturalInfluencesSocialInfluencesPsychologicalInfluencesInfluencesonB2BDecisionMakingHowdoweSegmentMarketsandTargetAudience?ProfilingMarketsandTargetAudiencesTargetingandProfilingusingDemographicsTargetingandProfilingUsingPsychographicsSociodemographicSegmentsTargetingandProfilingusingBehavioralPatternsBrandadoptionSeekingSeekersStrategicResearchHowdoyougetinsightsintoconsumerbehavior?TypesofResearchSecondaryResearch:PrimaryResearchExperimentalResearch:UsesofResearch:MarketInformation/MarketingResearchMediaInformationCommonResearchMethods:Waystocontact基本概念:SecondaryResearch，SeekingSeekers，MarketingResearch問題與應(yīng)用:可以對一則英文廣告的構(gòu)成要素進(jìn)行深入分析教學(xué)要求：1.課前要求：提前思考HowBrandCommunicationWorks2.課中要求：重點互動討論ConsumerInsightandAccountPlanningAccountPlanning這一部份3.課后要求：舉例說明HowdoweSegmentMarketsandTargetAudience?第四章WHEREISCREATIVEHEADED?教學(xué)目的：WHEREISCREATIVEHEADED?Afterstudyingthischapteryoushouldunderstandandbeabletoexplain:thefeaturesofeffectiveadvertisingthealternativestylesofcreativeadvertisingtheconceptofmeans–endchainsandtheirroleinformulatingadvertisingstrategycorporateimageandissueadvertising(includingtherolesofendorsers,humour,fearandguiltinadvertising)howadvertisingisimplemented.主要內(nèi)容：THECREATIVESIDETheArtandScienceofAdvertisingTheRoleofCreativityinAdvertisingRoleofCreativityMESSAGEPLANNINGCreativeBriefProblemTargetaudienceBrandpositionCommunicationobjectivesPropositionorsellingideaMediaconsiderationsCreativedirectionTargeting:importantwhenplanningamessagestrategyBrandingandPositioning:createdthroughmessagestrategiesBrandcommunicationBrandsalienceMESSAGESTRATEGIESTheStrategicApproachSystemsofStrategiesStrategicFormatsandFormulasMatchingMessagestoObjectivesCREATIVEBIGIDEASBigIdeas/CreativeconceptsTheROIofCreativityTheCreativeLeapDialingupyourCreativityKeyCharacteristicsofcreativepeoplewhodowellinadvertising:TheCreativeProcess:HowtogetanIdeaBrainstormingHowtoCreateOriginalIdeas:techniques:MANAGINGCREATIVESTRATEGIESExtension:AnideawithlegsAdaptation:TakingandIdealGlobalEvaluation:TheGo/NoGoDecisionCopyTestingPROMOTIONALWRITINGTheWriter’sroleinBrandCommunicationTheLanguageofBrandCommunicationWritingStylesStrategyandLegalImperativeTypesofBrandCommunicationWritingHowtoWriteanEffectiveAdCopyWritingforVariousMediaToolsofTelevisionCopywritingPlanningtheTVMessageTheInternetandhowtowriteforitCopyWritingChallengesVISUALCOMMUNICATIONWhyisvisualcommunicationimportant?WHATISARTDIRECTION?

WHATDOYOUNEEDTOKNOWABOUTPRODUCTIONWHATDOESANARTDIRECTORNEEDTOKNOWABOUTVIDEOPRODUCTION?WEBDESIGNCONSIDERATIONS基本概念:ArtDirection,CopyWriting,Videoproduction問題與應(yīng)用進(jìn)行國際廣告創(chuàng)意和文案的撰寫;找?guī)讋t中國企業(yè)的國際市場傳播的廣告案例，分析其創(chuàng)意和文案的優(yōu)劣，是否適合國際市場消費者的心理需求，并總結(jié)出我國企業(yè)對外傳播時應(yīng)注意哪些因素。教學(xué)要求：1.課前要求：提前尋找案例，找到你認(rèn)為寫得好的國外廣告2.課中要求：講授MANAGINGCREATIVESTRATEGIES，討論各種廣告文體的寫法。3.課后要求：尋找具體案例，思考HowtoWriteanEffectiveAdCopy第五章Principle:Mediainaworldofchange教學(xué)目標(biāo)：Afterstudyingthischapteryoushouldunderstandandbeabletoexplain:themajorvariablesusedtosegmenttargetaudiencesformediaplanningpurposesthemeaningofreach,frequency,grossratingpoints,targetaudienceratingpoints,effectiveratingpointsandothermediaconceptsthelogicofthethree-exposurehypothesisanditsroleinmediaandvehicleselectiontheuseoftheefficiencyindexprocedureformediaselectionthedifferencesbetweenthethreeformsofadvertisingallocation:continuous,pulsed,andflightingschedulestheprincipleoftherecency,or‘shelf-space’modelanditsimplicationsforallocatingadvertisingexpendituresovertimehowtocalculatethe‘cost-per-thousand’statistic.主要內(nèi)容：Practice:MediaintheWorldofChange

MEDIABASICS

whatdowemeanbymedia?IMCandMediaTheMediaIndustryMediaTypesandTerms

MediaVehicleTheEvolutionofMediaFormsandFunctionsAdaptationConvergenceTheContemporaryMediaLandscapeKeyMediaPlayersWHATARETHEFUNDAMENTALSOFMEDIASTRATEGY?TheBasisfortheBuyCHANGINGPATTERNSOFMEDIAUSEPAIDMEDIATRADITIONALPAIDMEDIAOFADVERTISINGONLINEADVERTISNGOWNEDMEDIA:WEOWNIT;WECONTROLITCorporatePresenceMediaTheOwnedMediaofPublicRelationsandPromotionsMULTIPLATFORMBRANDCOMMUNICATIONMEDIAPLANNINGANDNEGOTITIONKEYSTEPSINMEDIAPLANNINGHOWTOMEDIABUYINGANDNEGOTIATIONWORK?MEDIAPLANNINGANDBUYINGTREND基本概念:Onlineadvertising,Ownedmedia,Paidmedia問題與應(yīng)用:要求能夠分析一個國際品牌的多媒介平臺應(yīng)用之道分析國際社交平臺上我國企業(yè)的傳播策略，如中糧集團(tuán)、中國航空、小米、華為等在Facebook和twitter上的傳播現(xiàn)狀和問題。教學(xué)要求：1.課前要求：回顧在廣告學(xué)中學(xué)習(xí)的媒介的分類2.課中要求：采取課堂講授、互動討論、問答的教學(xué)方法了解MULTIPLATFORMBRANDCOMMUNICATION的內(nèi)涵3.課后要求：思考MEDIAPLANNINGANDNEGOTITION的策略第六章Principle:IMCandTotalcommunication教學(xué)目標(biāo)：Afterstudyingthischapteryoushouldunderstandandbeabletoexplain:therationaleandimportanceofmarketingcommunicationsresearchvariousresearchtechniquesusedtomeasureconsumers’recognitionandrecallmeasuresofemotionalreactionstomarketingcommunicationstheroleofpersuasionmeasurement,includingpre-andpost-testingofconsumerpreferencesthemeaningandoperationofsingle-sourcemeasuresofadvertisingeffectivenessthevariousapproachesthatcanbeusedtoevaluatetheeffectivenessofIMCpromotionaltools主要內(nèi)容：Principle:IMCandTotalCommunicationReviewofNotesfromTextbookChapter7:StrategicPlanningTheBusinessPlan:TheMarketingPlan:TheAdvertisingorIMCPlan:ACampaignPlan:TypicalOutline:SituationAnalysis(SWOTanalysis)Objectives–MainEffectsandObjectivesPositioningPerceptualmappingCampaignStrategiesandManagementBudgetingMethodsConsumerInsight:TheFuelofBigIdeasTheCommunicationBrief:Outline:Plannin