---------------------------------------------------------------最新资料推荐------------------------------------------------------ 《广告学概论》教案（精品）《广告学概论》教案授课科目：广告学概论授课教师：陈勤学授课班级：12 广告学 1 班《广告学概论》教案班级：12广告学1班授课教师：陈勤学授课课题：广告学概论授课时间：第 116 周星期五第 1、 2 节授课类型：理论课授课课时：32 课时一、教学目标、要求本课程是广告学专业的基础理论课，它介绍广告的定义、分类、媒介、受众、预算、效果等一般运作规律，是学习广告学专业的入门课程，为学生今后学习广告专业的相关课程打下基础。
它是学习广告学专业的最基础的课程，因此在讲授中要概念清楚，通俗易懂，严防误导学生。
首先在讲授中要分清两个角度：即传播学与市场学。
传播学着重分析和研究传播过程的五个方面（五个 W ），就是传讯者、讯息、接受者、媒介、效果。
市场学则重视广告与市场营销策略的关系。
1 / 3本课程主要是从传播学的原理来讲广告，把广告看作是一种信息传播手段。
其次，要把广告放在传播学、市场学、消费者行为、文化环境中去讲，才能有广阔的视野。
第三，要结合案例进行讲授，使理论与实践有紧密的联系，使学生在感性的基础上接受广告理论知识。
本课程讲授体系虽然是从信息传播的角度对广告活动进行探讨，但侧重面还是在经济方面，因为市场营销是广告活动最活跃的舞台。
二、教学重点、难点第一章绪论重点：广告概述、广告学的研究对象、学科性质及特征难点：广告学与其它学科的关系、广告的历史演进第二章现代广告及其发展趋势重点：现代广告的特征和社会作用难点：现代广告的发展趋势第三章整合营销传播重点：整合营销传播的概念与特征难点：整合营销传播的原则与方法第四章广告主重点：广告主概说、广告主的广告部门难点：广告主的广告意识第五章广告公司重点：广告代理制度难点：广告公司的赢利模式第六章广告运作与策划重点：广告运作难点：---------------------------------------------------------------最新资料推荐------------------------------------------------------ 广告运作中的策划、广告计划第七章广告调查重点：广告调查概述、方法难点：广告调查的内容第八章广告定位重点：定位理论概述难点：产品定位、广告定位第九章广告创意重点：广告创意的四个阶段难点：广告创意的经典方法第十章广告设计与制作重点难点：广告设计、广告制作第十一章广告文案写作重点：广告方案写作概述、广告文案写作过程难点：平面媒体广告文案写作、电子媒体广告文案写作第十二章广告媒体重点：广告媒体的评价内容难点：广告媒体的运用策略第十三章互联网广告重点：互联网广告发展、主要特点与趋势难点：互联网广告铁主要发布渠...3 / 3。
Chapter one The Dimension Advertising第一章广告概述一、Explore the headstream of ad ―广告‖ 探源：1、―广告‖一词的来历：广：殿之大屋也。
广：大也，阔也，《易经》：―大以配天，广以配地。
‖所以后来引申为―广大‖、―广博‖、―广远‖的意思。
告：告诉、告知、晓告他人使明己意。
所以广告即―广而告之‖Advertere:拉丁文，有―吸引人心‖、―引起人们的注意‖等意思。
公元1300-1475年演变为英语Advertise,其含义是：―一个人注意到某种事。
‖AIDA说：attention, interest, desire, action.AIDA：Attention, Interest,Desire,Action.↓AIDMA：Attention,Interest,Desire,Memory,Action.↓AISAS：Attention,Interest,Search,Action,Share(Dentsu电通)美国市场营销协会（AMA）:Advertising is paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience.广告是一种由某个特定出资人发起的，通过大众传媒进行的非个人化的有偿沟通方式，其目的是说服或影响某类受众。
广告是由可识别的出资人通过各种媒介进行的有关产品（商品、服务和观点）的、有偿的、有组织的、综合的、劝服性的非人员的信息传播活动。
《中华人民共和国广告法》：广告是指商品经营者或服务提供者承担费用，通过一定媒介和形式直接或间接地介绍自己所推销的商品或者所提供的服务的商业广告。
二、Advertising characteristic：1、Nonpersonal 公众性：because advertising is a form of mass communication, it is alsononpersonal.2、Paid for by Sponsor /Advertiser：3、Persuasive 说服性In some cases the point of the message is simply to make consumer aware of the product or company, although most advertising tries to persuade or influence the consumer to do something.4、Advertising Information (Goods and Services) 广告信息:The message is conveyed through many different kinds of mass media reaching a large audience of potential consumers.5、Identified Sponsor/Advertiser特定的广告主：Advertiser is the individual or organization that initiates the advertising process.Types of Advertisers:（1）Manufacturers厂商/制造商:Manufacturers actually make the product or service and distribute it to resellers or ultimate users for a profit. They usually build their advertising around a product brand name.（2）Resellers转卖商、转售商:Resellers are wholesalers and retailers who distribute the manufacturers‘ products to other resellers or to the ultimate user.（3）Individuals个体广告商:An individual advertiser is a private citizen who wishes to sell a personal product for a profit, to request a particular need, or to express a perspective or an idea. For example, a college student selling a motorcycle would place a classified ad in the school newspaper.（4）Institutions机构广告商:The last group of advertisers includes institutions, government agencies, and social groups. They are distinguished from the other categories in that the primary objective is not to sell a product or generate profits but rather to raise issues, influence ideas, affect legislation, provide a social service, or change behavior in ways that are seen as socially desirable. Examples are Mother against drunk drivers (MADD).6、Mass MediaThe media are the channels of communication that carry the message from the advertising to the audience.The most frequently used ad media:Newspapers 报纸Television电视Radio /broadcast 广播Magazines杂志Out-of-home media户外媒体Direct response media直接反馈媒体7、Choosing Identified Customers /Target audience 广告对象/目标受众Consumers are people who buy or use products in order to satisfy needs and wants. There are actually two types of consumers: those who shop for and purchase the product, and those who actually use the product. This distinction is important because the two groups can have different needs and wants. In the case of children‘ cereals, for example parents (the purchasers) look for nutritional value, whereas children (the users) look for a sweet taste and a game on the back of package. 三、The classifies of advertising广告的分类Advertising is complex because so many diverse advertisers try to reach so many different types of audiences.(一)There are nine basic types of advertising:1、Brand Advertising品牌广告The most visible type of advertising is national consumer advertising. Another name for this is brand advertising, which focuses on the development of a long-term brand identity and image. It tries to develop a distinctive brand image for a product.2、Retail Advertising/Local Advertising零售广告/地方性广告：Retail advertising is local and focuses on the store where a variety of products can be purchased or where a service is offered. The message announces products that are available locally, stimulates store traffic, and tries to create a distinctive image for store. Retail advertising emphasizes price, availability, location, and hours of operation.3、Political Advertising政治广告：Political advertising is used by politicians to persuade people to vote for them and therefore is an important part of the political process in the United States and other democratic countries that permit candidate advertising. Although it is an important source of communication for voters, critics are concerned that politicaladvertising tends to focus more on image than on issues.4、Directory Advertising目录广告Another type of advertising is called directory because people refer to it to find out how to buy a product or service. The best-known form of directory advertising is Yellow Pages, although there are many different kinds of directories that perform the same function.5、Direct-Response Advertising直接反馈广告：Direct-response advertising can use any advertising medium, including direct mail, but the message is different from that of national and retail advertising in that it tries to stimulate a sale directly. The consumer can respond by phone or mail and the products are delivered directly to the consumer by mail or some other carrier.6、Business-to-Business Advertising企业间广告：Business-to-business advertising includes messages directed at retailers, wholesalers and distributors, as well as industrial purchasers and professionals such as lawyers and physicians. Business advertising tends to be concentrated in business publications or professional journals.7、Institutional Advertising机构广告：Institutional advertising is also called corporate advertising. The focus of these messages is on establishing a corporate identity or on winning the public over to the organization's point of view.8、Public Service Advertising（PSA）公益广告：Public service advertising（PSA）communicates a message on behalf of some good cause, such as stopping drunk driving(MADD) or preventing child abuse. These advertisements are created for free by advertising professionals, and the space and time are donated by media.9、Interactive Advertising互动广告It is a new type of advertising that focus on computer or Internet; you can get this kind of advertising from web page, such as flag Ad etc. The consumer can make direct feedback when they receive it, of course, they can put it on one side.（二）Other classifies of advertising 其他分类方法：1、According to the finally purpose 按广告的最终目的分类盈利性广告非盈利性广告2、According to content of advertising按广告的内容分类(1)Commercial advertising商业广告：经济广告Product advertising商品广告Examples of Product advertising商品广告示例Labor service advertising劳务广告patronage advertising形象广告Examples of patronage advertising形象广告示例(2)非商业广告：非经济广告Public service advertising公益广告Examples of public service advertising公益广告示例Public relation advertising公关广告Political Advertising政治广告3、According to advertising media按广告媒体分类(1)Printed Advertising印刷广告Examples of printed advertising印刷广告示例(2)Electronic advertising电子广告Examples of electronic advertising电子广告示例(3)Mail-order advertising邮寄广告Examples of outdoor advertising户外广告示例(4)Out-of-home advertising户外广告(5)Vehicle advertising交通工具广告Examples of vehicle advertising交通工具广告示例(6)Internet advertising网络广告4、According to advertising appeal广告诉求方式分类(1)Rational Appeal of Advertising 理性诉求广告(2)Emotional Appeal of Advertising 感性诉求广告(3)Compound Appeal of Advertising混合诉求广告5、According to geographic area 按地理区域划分(1)Local advertising地方性广告(2)Regional advertising区域性广告(3)National advertising全国性广告(4)International advertising国际广告6、According to target audience按目标受众划分(1)Consumer advertising消费者广告(2)BTB advertising工商广告(3)Trade advertising贸易广告(4)Professional advertising专业广告(5)Agricultural advertising农业广告四、Roles of advertising广告的作用1、Marketing RoleThe process a business uses to satisfy consumer needs by providing goods and services.Product category产品种类Target market目标市场Marketing mix 市场营销组合Brand品牌2、Communication RoleCan reach a mass audienceIntroduces productsExplains important changesReminds and reinforcesPersuades3、Economic RoleMoves from being informational to creating demand.Advertising is an objective means for providing price-value information, thereby creating a more rational economy4、Societal RoleInforms consumers about innovations and issues.Mirrors fashion and design trends反映流行和设计方式Teaches consumers about new productsHelps shape consumer self-imagePerpetuates self-expression使人难忘的自我表现五、Functions of Ad.广告的功能（一）Economic function经济功能Advertising is a persuasive communication tool used by marketers to transfer consumers‘ attention from the price of the product. Marketing communication（营销沟通）: 向选定的目标受众传递相关营销信息的说服性沟通。
