《国际广告》课程教学大纲 一、课程基本信息 课程代码：20170083 课程名称：《国际广告》 英文名称：International Advertising 课程类别：专业课 学 时：48学时 学 分：3学分 适用对象：广告学专业 考核方式：考查 先修课程：广告学、广告文案与写作、广告心理学等基础学科 二、课程简介 本课程为最专业选修课课程内容旨在从宏观上传达国际广告活动的历史、理论 策略、制作与经营管理等知识，使学生明白国际广告的学科性质、研究方法、基础原 理和运作流程等，并能融会贯通，了解各国的具体情况和对广告的不同态度，了解国 外主流媒体和社交媒体上的广告和传播形式及特点，通过对相关案例的分析，了解中 固闲家形象和中困企业对外传播、中因文化对外输出的现状和现存问题，为今后从事 国际广告和国际营销工作，帮助我国国际形象提升和我国企业国际市场拓展、讲好中 国故事做准备。 This course is the optional courses of Advertising.The content is designed to convey the international advertising activities of the history,theory, strategy,production and management of knowledge from a comprehensive view and to enable students to understand the international advertising subject nature,research methods,basic principle and operation process,and can use their knowleage to a new scope to understand the specific situation of different countries and different attitudes on advertising,taking corresponding measures and strategies to prepare for a career in international advertising and international marketing career. 三、课程性质与教学目的 课程性质：选修课 教学目的： 通过本课程的教学，使学生了解国际广告的概念、本质和内涵，建立广告整体
《国际广告》课程教学大纲 一、课程基本信息 课程代码：20170083 课程名称：《国际广告》 英文名称：International Advertising 课程类别：专业课 学 时：48 学时 学 分：3 学分 适用对象: 广告学专业 考核方式：考查 先修课程：广告学、广告文案与写作、广告心理学等基础学科 二、课程简介 本课程为最专业选修课，课程内容旨在从宏观上传达国际广告活动的历史、理论、 策略、制作与经营管理等知识，使学生明白国际广告的学科性质、研究方法、基础原 理和运作流程等，并能融会贯通，了解各国的具体情况和对广告的不同态度，了解国 外主流媒体和社交媒体上的广告和传播形式及特点，通过对相关案例的分析，了解中 国国家形象和中国企业对外传播、中国文化对外输出的现状和现存问题，为今后从事 国际广告和国际营销工作，帮助我国国际形象提升和我国企业国际市场拓展、讲好中 国故事做准备。 This course is the optional courses of Advertising.The content is designed to convey the international advertising activities of the history, theory, strategy, production and management of knowledge from a comprehensive view and to enable students to understand the international advertising subject nature, research methods, basic principle and operation process, and can use their knowleage to a new scope to understand the specific situation of different countries and different attitudes on advertising, taking corresponding measures and strategies to prepare for a career in international advertising and international marketing career. 三、课程性质与教学目的 课程性质： 选修课 教学目的： 通过本课程的教学，使学生了解国际广告的概念、本质和内涵，建立广告整体
较为全面和全球化的专业视野，具备针对国际市场的营销传播能力，为我国开展对外 交流传播活动和企业进入国际市场的营销传播活动培养一批专业人才。 让学生熟悉国际市场上广告的类型与创作方法，掌握国际主流媒体和社交网络上 的传播特征和受众需求：了解中国国家形象和中国企业对外传播、中国文化对外输出 的现状和困难，为从事国际广告和国际营销工作，帮助我国国际形象提升和我国企业 开展国际市场的营销传播活动打下坚实基础。 四、教学内容及要求 第一板块Integrated marketing communications-一A conceptual framework (一)目的与要求 After studying this chapter,the student should be able to understand and explain: how the elements of the communication process transfer,meaning from the sender to the receiver the nature of meaning in marketing communication using a perspective known as semiotics how marketing communicators use the three forms of figurative language (simile,metaphor and allegory) the basic features of the two models of consumer behaviour:the consumer rocessing model (CPM)and the hedonic,experiential model (HEM). (二)教学内容 Integrated marketing communications and brand equity enhancement 1.主要内容 1)the nature of marketing communications 2)the foundations of integrated marketing communications 3)the marketing communication process 4)the concept of brand equity 5)the rationale of co-branding and world-class brands 2.基本概念和知识点 IMC,Brand equity,Brand Perception 3.问题与应用（能力要求） 对一则英文广告的构成要素进行深入分析 了解在一则国际广告中品牌是如何通过广告来构建自己并且进行营销的。 第二章The communication process
较为全面和全球化的专业视野，具备针对国际市场的营销传播能力，为我国开展对外 交流传播活动和企业进入国际市场的营销传播活动培养一批专业人才。 让学生熟悉国际市场上广告的类型与创作方法，掌握国际主流媒体和社交网络上 的传播特征和受众需求；了解中国国家形象和中国企业对外传播、中国文化对外输出 的现状和困难，为从事国际广告和国际营销工作，帮助我国国际形象提升和我国企业 开展国际市场的营销传播活动打下坚实基础。 四、教学内容及要求 第一板块 Integrated marketing communications——A conceptual framework （一）目的与要求 After studying this chapter，the student should be able to understand and explain: ◼ how the elements of the communication process transfer, meaning from the sender to the receiver ◼ the nature of meaning in marketing communication using a perspective known as semiotics ◼ how marketing communicators use the three forms of figurative language (simile, metaphor and allegory) ◼ the basic features of the two models of consumer behaviour: the consumer processing model (CPM) and the hedonic, experiential model (HEM). （二）教学内容 第一章 Integrated marketing communications and brand equity enhancement 1． 主要内容 1) the nature of marketing communications 2) the foundations of integrated marketing communications 3) the marketing communication process 4) the concept of brand equity 5) the rationale of co-branding and world-class brands. 2． 基本概念和知识点 IMC, Brand equity, Brand Perception 3． 问题与应用（能力要求） 对一则英文广告的构成要素进行深入分析 了解在一则国际广告中品牌是如何通过广告来构建自己并且进行营销的。 第二章 The communication process
1,主要内容 1)how the elements of the communication process transfer,meaning from the sender to the receiver 2)the nature of meaning in marketing communication using a perspective known as semiotics 3)how marketing communicators use the three forms of figurative language (simile, metaphor and allegory) 4)the basic features of the two models of consumer behaviour:the consumer processing model (CPM)and the hedonic,experiential model (HEM). 2.基本概念和知识点 communication process:CPM:HEM 3.问题与应用（能力要求》 以我国在国际市场上有一定知名度的品牌为例，如海尔、小米、华为等，分析其如何 在国际市场上构建品牌并进行营销的，目前在国际传播中面临的主要问题是什么，并 提出自已的传播建议， 第三章Persuasion in marketing communications 1.主要内容 1)the nature and role of attitudes in marketing communications 2)the role of persuasion in marketing communications 3)the elaboration likelihood model (ELM)and its implications for marketing communications 4)practical marketing communication efforts that enhance consumers' motivation,opportunity and ability to process messages 5)tools of persuasion from the marketing communicator's perspective 2.基本概念和知识点 Tri-component model of attitudes the elaboration likelihood model 3,问题与应用（能力要求） Fully explain the similarity between the concepts of elaboration and active synthesis. Assume that you are responsible for the marketing communications of an online retailer. You know that consumers have positive evaluations for the convenience of online shopping,but many are distrustful of unknown retailers and are wary of providing their credit card number online
1． 主要内容 1) how the elements of the communication process transfer, meaning from the sender to the receiver 2) the nature of meaning in marketing communication using a perspective known as semiotics 3) how marketing communicators use the three forms of figurative language (simile, metaphor and allegory) 4) the basic features of the two models of consumer behaviour: the consumer processing model (CPM) and the hedonic, experiential model (HEM). 2． 基本概念和知识点 communication process；CPM；HEM 3． 问题与应用（能力要求） 以我国在国际市场上有一定知名度的品牌为例，如海尔、小米、华为等，分析其如何 在国际市场上构建品牌并进行营销的，目前在国际传播中面临的主要问题是什么，并 提出自己的传播建议。 第三章 Persuasion in marketing communications 1． 主要内容 1) the nature and role of attitudes in marketing communications 2) the role of persuasion in marketing communications 3) the elaboration likelihood model (ELM) and its implications for marketing communications 4) practical marketing communication efforts that enhance consumers’ motivation, opportunity and ability to process messages 5) tools of persuasion from the marketing communicator’s perspective. 2． 基本概念和知识点 Tri-component model of attitudes ；the elaboration likelihood model 3． 问题与应用（能力要求） Fully explain the similarity between the concepts of elaboration and active synthesis. Assume that you are responsible for the marketing communications of an online retailer. You know that consumers have positive evaluations for the convenience of online shopping, but many are distrustful of unknown retailers and are wary of providing their credit card number online
第四章Market segmentation and brand positioning 1.主要内容 1)the major demographic developments,such as changes in the age structure,of the Australian population 2)demographics and geo-demographics targeting:values and lifestyle targeting 3)how the Roy Morgan Values Segments can be used to segment consumer groups 4)the role of online behavioral targeting 5)the concept of brand positioning and the role it plays in developing marketing communications strategies. 2.基本概念和知识点 Secondary research.seeking seekers.Marketing research 3.问题与应用（能力要求》 互动讨论Consumer Insight and Account Planning Account Planning 举例说明How do we Segment Markets and Target Audience? (三)思考与实践 思考我国企业在国际传播中的品牌形象和品牌资产现存问题，分析其定位和市场划分现状和 问题： 针对某一品牌进行其营销的定位和市场分析。 (四)教学方法与手段 教学方法：课程讲授、游戏、小组讨论、案例分析等 教学手段：新媒体教学手段、问卷星、超星学习通等线上教学平台 第二板块Managing Integrated marketing communications (一)目的与要求 1.the nature and importance of IMC budgeting and the practical considerations that guide budgeting 2.the features of effective advertising 3.the alternative styles of creative advertising (二)教学内容 第五章Advertising and digital marketing communications 1.主要内容 1)price and advertising elasticity influences and investment in advertising 2)the functions of advertising and how to set achievable advertising objectives 3)the hierarchy-of-effects model and how it influences setting advertising
第四章 Market segmentation and brand positioning 1． 主要内容 1) the major demographic developments, such as changes in the age structure, of the Australian population 2) demographics and geo-demographics targeting；values and lifestyle targeting 3) how the Roy Morgan Values Segments can be used to segment consumer gro ups 4) the role of online behavioral targeting 5) the concept of brand positioning and the role it plays in developing marketing communications strategies. 2． 基本概念和知识点 Secondary Research，Seeking Seekers ，Marketing Research 3． 问题与应用（能力要求） 互动讨论 Consumer Insight and Account Planning Account Planning 举例说明 How do we Segment Markets and Target Audience? （三） 思考与实践 思考我国企业在国际传播中的品牌形象和品牌资产现存问题，分析其定位和市场划分现状和 问题； 针对某一品牌进行其营销的定位和市场分析。 （四） 教学方法与手段 教学方法：课程讲授、游戏、小组讨论、案例分析等 教学手段：新媒体教学手段、问卷星、超星学习通等线上教学平台 第二板块 Managing Integrated marketing communications （一）目的与要求 1. the nature and importance of IMC budgeting and the practical considerations that guide budgeting 2. the features of effective advertising 3. the alternative styles of creative advertising （二）教学内容 第五章 Advertising and digital marketing communications 1． 主要内容 1) price and advertising elasticity influences and investment in advertising 2) the functions of advertising and how to set achievable advertising objectives 3) the hierarchy-of-effects model and how it influences setting advertising
objectives 4)the relationship between a brand's share of market (SOM)and its share of voice (S0V) 2.基本概念和知识点 advertising elasticity:SOM:SOV 3.问题与应用（能力要求》 寻找案例，分析其在效果模型个层次的具体表现，从而了解该广告的优劣。 第六章Planning and implementation 1.主要内容 1)the role of advertising agencies and the relationship between agency and client 2)the concept of means-end chains and their role in formulating advertising strategy 3)corporate image and issue advertising (including the roles of endorsers,humor, fear and guilt in advertising) 4)how advertising is implemented. 2.基本概念和知识点 the concept of means-end chains 3.问题与应用（能力要求） 进行国际广告创意和文案的撰写： 找几则中国企业的国际市场传播的广告案例，分析其创意和文案的优劣，是否适 合国际市场消费者的心理需求，并总结出我国企业对外传播时应注意哪些因素。 (三)思考与实践 思考我国企业在国际传播中的广告策划和创意问题，是否能有效与国际市场消费者开展对话。 针对某一我国品牌进行其国际市场广告传播中开展广告策划和创意。 (四)教学方法与手段 教学方法：课程讲授、游戏、小组讨论、案例分析等 教学手段：新媒体教学手段、问卷星、超星学习通等线上教学平台 第三板块MediaChanne] (一)目的与要求 1.the advantages and limitations of different media as a multichannel marketing communications print medium
objectives 4) the relationship between a brand’s share of market (SOM) and its share of voice (SOV) 2． 基本概念和知识点 advertising elasticity ；SOM；SOV 3． 问题与应用（能力要求） 寻找案例，分析其在效果模型个层次的具体表现，从而了解该广告的优劣。 第六章 Planning and implementation 1． 主要内容 1) the role of advertising agencies and the relationship between agency and client 2) the concept of means–end chains and their role in formulating advertising strategy 3) corporate image and issue advertising (including the roles of endorsers, humor, fear and guilt in advertising) 4) how advertising is implemented. 2． 基本概念和知识点 the concept of means–end chains 3． 问题与应用（能力要求） 进行国际广告创意和文案的撰写; 找几则中国企业的国际市场传播的广告案例，分析其创意和文案的优劣，是否适 合国际市场消费者的心理需求，并总结出我国企业对外传播时应注意哪些因素。 （三） 思考与实践 思考我国企业在国际传播中的广告策划和创意问题，是否能有效与国际市场消费者开展对话。 针对某一我国品牌进行其国际市场广告传播中开展广告策划和创意。 （四） 教学方法与手段 教学方法：课程讲授、游戏、小组讨论、案例分析等 教学手段：新媒体教学手段、问卷星、超星学习通等线上教学平台 第三板块 Media Channel （一）目的与要求 1. the advantages and limitations of different media as a multichannel marketing communications print medium