《国际广告》课程教学大纲 一、课程基本信息 课程代码：16063203 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 分：3学分 适用对象：广告学专业大学三年级 老核方式：论文 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
《国际广告》课程教学大纲 一、课程基本信息 课程代码：16063203 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: 广告学专业大学三年级 考核方式：论文 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，并为进入国际广告公司或国际营销机构，或开展国际市场的 营销传播活动打下坚实的基础。 四、教学内容及要求 第一章The America advertising(Definition/History/Type/Trend) 教学目的： 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). 主要内容： The Advertising Communication Model The Advertising Marketing process The Evolution of Advertising The Classification of Advertising 基本概念： Persona,Author,Emotional,advertising Rational advertising 问题与应用： 可以对一则英文广告的构成要素进行深入分析 教学要求： 1.课前要求：提前了解广告与国际广告的异同 2.课中要求：根据国际广告的传播学和营销学模型，对国际广告的构成要素和对社会 的影向进行互动讨论 3.课后要求：思考与讨论国内广告与国际广告的相关区别和联系
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，并为进入国际广告公司或国际营销机构，或开展国际市场的 营销传播活动打下坚实的基础。 四、教学内容及要求 第一章 The America advertising (Definition/History/Type/Trend) 教学目的： 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). 主要内容: The Advertising Communication Model The Advertising & Marketing Process The Evolution of Advertising The Classification of Advertising 基本概念: Persona, Author, Emotional, advertising Rational advertising 问题与应用: 可以对一则英文广告的构成要素进行深入分析 教学要求： 1.课前要求：提前了解广告与国际广告的异同 2.课中要求：根据国际广告的传播学和营销学模型，对国际广告的构成要素和对社会 的影响进行互动讨论 3.课后要求：思考与讨论国内广告与国际广告的相关区别和联系
第二章Principles:Back to Basic 教学内容：Principles:Back to Basics 主要内容： Most common types of advertising Advertising's Eras and Ages Key Components of Advertising The Agency World:Key Players Types of Agen Agency Organization Agency Compensation Key Concepts in the Changing Landscape:llow is Advertising Changing? Brand Communication What is Brand and Marketing Communication? What is阳rketing Types of Markets Marketing Mix Added Value Integrated Marketing Communication (IMC) Role of communication in Branding Components of Brand Perception How Does a Brand Acquire Meaning? How Does Brand Transformation Work Brand Value and Equity Brand Communication in a Time of Change Brand Communication and Society Demand Creation-Key Issues/Conce Communicator's Ethical responsibilities Regulating brand communication 基本概念： IMC,Brand equity,Brand Perception 问题与应用： 可以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。 以我因在因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
第二章 Principles:Back to Basic 教学内容：Principles:Back to Basics 主要内容： Most common types of advertising Advertising’s Eras and Ages Key Components of Advertising The Agency World: Key Players Types of Agencies Agency Organization: Agency Compensation Key Concepts in the Changing Landscape: How is Advertising Changing? Brand Communication What is Brand and Marketing Communication? What is marketing? Types of Markets Marketing Mix Added Value Integrated Marketing Communication (IMC) Role of communication in Branding Components of Brand Perception How Does a Brand Acquire Meaning? How Does Brand Transformation Work Brand Value and Equity Brand Communication in a Time of Change Brand Communication and Society Demand Creation – Key Issues/Concerns Communicator’s Ethical responsibilities Regulating Brand communication 基本概念: IMC, Brand equity, Brand Perception 问题与应用: 可以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。 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
教学要求： 1.课前要求：提前学习Most common types of advertising 2.课中要求：互动讨论并通过班级辩论了解Brand Communication and Marketing Communication的区别 3.课后要求：分组讨论、思考How Does Brand Transformation Work 第三章Principles::Be true to the brand--and the consumer 教学内容：Principle:Be True to Thy Brand-and The Consumer Afte studying this chapter you should be able to understand and explain the major demographic developments, such as changes in the age structure,of the Australian population how demographics and geo-demographics are used in segmenting consumer o Worgan Values Sogcnts can be used to sco ■ ature of values and lifestyle targeting groups the role of online behavioural targeting the concept of brand positioning and the role it plays in developing marketing communications strategies. 主要内容： How Brand Communication Works Advertising as Mass Communication Facets of Impact .The Emotional or Affective Facet:Feel The Cognition Facet:Think/Understand The Association Facet:Connect The Persuasion Facet:Believe ●The behavior facet：Act/Do Power of Brand Communication Segmenting and Targeting the Audience How to Consumers Make Brand Decisions? Paths to Brand Decision What Influenc onsumer Decisions? Cultural Influences ·Social Influences .Psychological Influences Influences on B2B Decision Making
教学要求： 1.课前要求：提前学习 Most common types of advertising 2.课中要求：互动讨论并通过班级辩论了解 Brand Communication and Marketing Communication 的区别 3.课后要求：分组讨论、思考 How Does Brand Transformation Work 第三章 Principles:Be true to the brand---and the consumer 教学内容：Principle: Be True to Thy Brand – and The Consumer After studying this chapter, you should be able to understand and explain: ◼ the major demographic developments, such as changes in the age structure, of the Australian population ◼ how demographics and geo-demographics are used in segmenting consumer groups ◼ the nature of values and lifestyle targeting ◼ how the Roy Morgan Values Segments can be used to segment consumer groups ◼ the role of online behavioural targeting ◼ the concept of brand positioning and the role it plays in developing marketing communications strategies. 主要内容： How Brand Communication Works Advertising as Mass Communication Facets of Impact • Perception • The Emotional or Affective Facet: Feel • The Cognition Facet: Think/Understand • The Association Facet: Connect • The Persuasion Facet: Believe • The Behavior Facet: Act/Do Power of Brand Communication Segmenting and Targeting the Audience How to Consumers Make Brand Decisions? Paths to Brand Decision What Influences Consumer Decisions? • Cultural Influences • Social Influences • Psychological Influences Influences on B2B Decision Making
How do we Segment Markets and Target Audience? Profiling Markets and Target Audiences Targeting and Profiling using Demographics .Targeting and Profiling Using Psychographics Sociodemographic Segments Targeting and Profiling using Behavioral Patterns Brand adoption ·Seeking Seekers Strategic Research How do you get insights into consumer behavior? Types of Research Secondary Research: Primary research Experimental Research Uses of Research: Market Information Marketing Research .Media information Common research Methods Ways to contact 基本概念：Secondary Research,.Seeking Seekers,Marketing Research 问题与应用： 可以对一则英文广告的构成要素进行深入分析所 教学要求： 1.课前要求：提前思考How Brand Communication Works 2.课中要求：重点互动讨论Consumer Insight and Account Planning Account Planning这一部份 3.课后要求：举例说明How do we Segment Markets and Target Audience? 第四章WHERE IS CREATIVE HEADED? 教学目的：WHERE IS CREATIVE HEADED? After studying this chapter you should understand and be able to explain: the features of effective advertising the alternative styles of creative advertising the concept of means-end chains and their role in formulating advertising strategy
How do we Segment Markets and Target Audience? Profiling Markets and Target Audiences • Targeting and Profiling using Demographics • Targeting and Profiling Using Psychographics • Sociodemographic Segments • Targeting and Profiling using Behavioral Patterns Brand adoption • Seeking Seekers Strategic Research How do you get insights into consumer behavior? Types of Research Secondary Research: Primary Research Experimental Research: Uses of Research: Market Information / Marketing Research • Media Information Common Research Methods : Ways to contact 基本概念:Secondary Research，Seeking Seekers ，Marketing Research 问题与应用: 可以对一则英文广告的构成要素进行深入分析 教学要求： 1.课前要求：提前思考 How Brand Communication Works 2.课中要求：重点互动讨论 Consumer Insight and Account Planning Account Planning 这一部份 3.课后要求：举例说明 How do we Segment Markets and Target Audience? 第四章 WHERE IS CREATIVE HEADED? 教学目的：WHERE IS CREATIVE HEADED? After studying this chapter you should understand and be able to explain: ◼ the features of effective advertising ◼ the alternative styles of creative advertising ◼ the concept of means–end chains and their role in formulating advertising strategy