《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
corporate image and issue advertising (including the roles of endorsers, humour,fear and guilt in advertising) how advertising is implemented. 主要内容： THE CREATIVE SIDE The Art and Science of Advertising The Role of Creativity in Advertising Role of Creativity MESSAGE PLANNING Creative Brief Problem Target audience Brand position Communication objectives Proposition or selling idea Media considerations Creative direction Targeting:important when planning a message strategy Branding and Positioning:created through message strategies Brand communication Brand salience MESSAGE STRATEGIES The Strategic Approach Systems of Strategies Strategic Formats and Formulas Matching Messages to Objectives CREATIVE BIG IDEAS Big Ideas Creative concepts The ROI of Creativity The Creative Leap Dialing up your Creativity Key Characteristics of creative people who do well in advertising:
◼ corporate image and issue advertising (including the roles of endorsers, humour, fear and guilt in advertising) ◼ how advertising is implemented. 主要内容： THE CREATIVE SIDE The Art and Science of Advertising The Role of Creativity in Advertising Role of Creativity MESSAGE PLANNING Creative Brief Problem Target audience Brand position Communication objectives Proposition or selling idea Media considerations Creative direction Targeting: important when planning a message strategy Branding and Positioning: created through message strategies Brand communication Brand salience MESSAGE STRATEGIES The Strategic Approach Systems of Strategies Strategic Formats and Formulas Matching Messages to Objectives CREATIVE BIG IDEAS Big Ideas / Creative concepts The ROI of Creativity The Creative Leap Dialing up your Creativity Key Characteristics of creative people who do well in advertising:
The Creative Process:How to get an Idea Brainstorming How to Create Original Ideas:techniques: MANAGING CREATIVE STRATEGIES Extension:An idea with legs Adaptation:Taking and Ideal Global Evaluation:The Go/No Go Decision Copy Testing PROMOTIONAL WRITING The Writer's role in Brand Communication The language of brand communication Writing Styles Strategy and Legal Imperative Types of Brand Communication Writing How to Write an Effective Ad Copy Writing for Various Media Tools of Television Copywriting Planning the TV Message The Internet and how to write for it Copy Writing Challenges VISUAL COMMUNICATION Why is visual communication important? WHAT IS ART DIRECTION? WHAT DO YOU NEED TO KNOW ABOUT PRODUCTION WHAT DOES AN ART DIRECTOR NEED TO KNOW ABOUT VIDEO PRODUCTION? WEB DESIGN CONSIDERATIONS 基本概念：Art Direction,Copy Writing,,Video production 问题与应用 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
The Creative Process: How to get an Idea Brainstorming How to Create Original Ideas: techniques: MANAGING CREATIVE STRATEGIES Extension: An idea with legs Adaptation: Taking and Ideal Global Evaluation: The Go/No Go Decision Copy Testing PROMOTIONAL WRITING The Writer’s role in Brand Communication The Language of Brand Communication Writing Styles Strategy and Legal Imperative Types of Brand Communication Writing How to Write an Effective Ad Copy Writing for Various Media Tools of Television Copywriting Planning the TV Message The Internet and how to write for it Copy Writing Challenges VISUAL COMMUNICATION Why is visual communication important? WHAT IS ART DIRECTION? WHAT DO YOU NEED TO KNOW ABOUT PRODUCTION WHAT DOES AN ART DIRECTOR NEED TO KNOW ABOUT VIDEO PRODUCTION? WEB DESIGN CONSIDERATIONS 基本概念:Art Direction ,Copy Writing, Video production 问题与应用 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
教学要求： 1.课前要求：提前寻找案例，找到你认为写得好的国外广告 2.课中要求：讲授MANAGING CREATIVE STRATEGIES,讨论各种广告文体的写法 3.课后要求：寻找具体案例，思考How to Write an Effective Ad Copy 第五章Principle:Media in a world of change 教学目标 After studying this chapter you should understand and be able to explain: the major variables used to segment target audiences for media planning purposes the meaning of reach,frequency,gross rating points,target audience rating points,effective rating points and other media concepts the logic of the three-exposure hypothesis and its role in media and vehicle selection the use of the efficiency index procedure for media selection the differences between the three forms of advertising allocation continuous,pulsed,and flighting schedules the principle of the recency,or 'shelf-space'model and its implications for allocating advertising expenditures over time how to calculate the 'cost-per-thousand'statistic. 主要内容： Practice:Media in the World of Change MEDIA BASICS what do we mean by media? IMC and Media The Media Industry Media Types and Terms Media Vehicle The Evolution of Media Forms and Functions Adaptation Convergence The Contemporary Media Landscape
教学要求： 1.课前要求：提前寻找案例，找到你认为写得好的国外广告 2.课中要求：讲授 MANAGING CREATIVE STRATEGIES，讨论各种广告文体的写法。 3.课后要求：寻找具体案例，思考 How to Write an Effective Ad Copy 第五章 Principle:Media in a world of change 教学目标： After studying this chapter you should understand and be able to explain: the major variables used to segment target audiences for media planning purposes ◼ the meaning of reach, frequency, gross rating points, target audience rating points, effective rating points and other media concepts ◼ the logic of the three-exposure hypothesis and its role in media and vehicle selection ◼ the use of the efficiency index procedure for media selection the differences between the three forms of advertising allocation: continuous, pulsed, and flighting schedules ◼ the principle of the recency, or ‘shelf-space’ model and its implications for allocating advertising expenditures over time ◼ how to calculate the ‘cost-per-thousand’ statistic. 主要内容： Practice: Media in the World of Change MEDIA BASICS what do we mean by media? IMC and Media The Media Industry Media Types and Terms Media Vehicle The Evolution of Media Forms and Functions Adaptation Convergence The Contemporary Media Landscape
Key Media Players WHAT ARE THE FUNDAMENTALS OF MEDIA STRATEGY? The Basis for the Buy CHANGING PATTERNS OF MEDIA USE PAID MEDIA TRADITIONAL PAID MEDIA OF ADVERTISING ONLINE ADVERTISNG OWNED MEDIA:WE OWN IT:WE CONTROL IT Corporate presence Media The Owned Media of Public Relations and Promotions MULTIPLATFORM BRAND COMMUNICATION MEDIA PLANNING AND NEGOTITION KEY STEPS IN MEDIA PLANNING HOW TO MEDIA BUYING AND NEGOTIATION WORK? MEDIA PLANNING AND BUYING TREND 基本概念：Online advertising,Owned media,Paid media 问题与应用：要求能够分析一个国际品牌的多媒介平台应用之道 分析国际社交平台上我国企业的传播策略，如中粮集团、中国航空、小 米、华为等在Facebook和twitter上的传播现状和问题。 教学要求： 1.课前要求：回顾在广告学中学习的媒介的分类 2.课中要求：采取课堂讲授、互动讨论、问答的教学方法了解MULTIPLATFORM BRAND COMMUNICATION的内涵 3.课后要求：思考MEDIA PLANNING AND NEGOTITION的策略 第六章Principle:IMC and Total communication 教学目标： After studying this chapter you should understand and be able to explain: the rationale and importance of marketing communications research
Key Media Players WHAT ARE THE FUNDAMENTALS OF MEDIA STRATEGY? The Basis for the Buy CHANGING PATTERNS OF MEDIA USE PAID MEDIA TRADITIONAL PAID MEDIA OF ADVERTISING ONLINE ADVERTISNG OWNED MEDIA: WE OWN IT; WE CONTROL IT Corporate Presence Media The Owned Media of Public Relations and Promotions MULTIPLATFORM BRAND COMMUNICATION MEDIA PLANNING AND NEGOTITION KEY STEPS IN MEDIA PLANNING HOW TO MEDIA BUYING AND NEGOTIATION WORK? MEDIA PLANNING AND BUYING TREND 基本概念:Online advertising ,Owned media, Paid media 问题与应用:要求能够分析一个国际品牌的多媒介平台应用之道 分析国际社交平台上我国企业的传播策略，如中粮集团、中国航空、小 米、华为等在 Facebook 和 twitter 上的传播现状和问题。 教学要求： 1.课前要求：回顾在广告学中学习的媒介的分类 2.课中要求：采取课堂讲授、互动讨论、问答的教学方法了解 MULTIPLATFORM BRAND COMMUNICATION 的内涵 3.课后要求：思考 MEDIA PLANNING AND NEGOTITION 的策略 第六章 Principle: IMC and Total communication 教学目标： After studying this chapter you should understand and be able to explain: ◼ the rationale and importance of marketing communications research
various research techniques used to measure consumers'recognition and recall measures of emotional reactions to marketing communications the role of persuasion measurement,including pre-and post-testing of consumer preferences ■the meaning and operation of single-source measures of advertisingeffectiveness the various approaches that can be used to evaluate theeffectiveness of IMC promotional tools 主要内容： Principle:IMC and Total Communication Review of Notes from Textbook Chapter 7:Strategic Planning The Business Plan: The Marketing Plan: The Advertising or IMC Plan: A Campaign Plan:Typical Outline: Situation Analysis (SWOT analysis) Objectives Main Effects and Objectives Positioning Perceptual mapping Campaign Strategies and Management Budgeting Methods Consumer Insight:The Fuel of Big Ideas The Communication Brief:Outline: Planning for IMC Campaigns: IMC elements and effects 基本概念：Campaign,IMC,SWOT,Budgeting 问题与应用： 要求可以分析国际广告全案案例，知道广告实际操作过程当中的策略化事项
◼ various research techniques used to measure consumers’ recognition and recall ◼ measures of emotional reactions to marketing communications ◼ the role of persuasion measurement, including pre-and post-testing of consumer preferences ◼ the meaning and operation of single-source measures of advertisingeffectiveness ◼ the various approaches that can be used to evaluate theeffectiveness of IMC promotional tools 主要内容： Principle:IMC and Total Communication Review of Notes from Textbook Chapter 7: Strategic Planning The Business Plan: The Marketing Plan: The Advertising or IMC Plan: A Campaign Plan: Typical Outline: Situation Analysis (SWOT analysis) Objectives – Main Effects and Objectives Positioning Perceptual mapping Campaign Strategies and Management Budgeting Methods Consumer Insight: The Fuel of Big Ideas The Communication Brief: Outline: Planning for IMC Campaigns: IMC elements and effects 基本概念:Campaign, IMC,SWOT,Budgeting 问题与应用: 要求可以分析国际广告全案案例，知道广告实际操作过程当中的策略化事项