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