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