《新媒体广告研究》课程教学大纲 一、课程基本信息 课程代码：16109903 课程名称：新媒体广告研究 英文名称：Internet Advertising 课程类别：专业课 学时：48学时 学 分：3学分 适用对象：广告策划与经营管理本科专业 考核方式：考查 先修课程：广告学概论、广告媒体研究、网络传播 二、课程简介 新媒体时代，媒介环境和营销环境产生了巨大的变革。作为信息时代广告学 专业的学生，了解新媒体广告的发展和营销传播手段必不可少。本课程以丰富的 新媒体广告案例为教学材料，引导广告学专业学生了解新媒体发展现状和前景。 新媒体广告颠覆了某些传统的广告概念，开辟了全新的广告疆域，改变了广告主 的投放选择，催生了新的媒体形态和服务形式。本课程要求学生能够使用传播学 理论去深透地分析新媒体的广告的形态和特质，把握新媒体广告的发展的动态及 趋势，熟悉新媒体广告类型和特征，能够具备利用各类新媒体开展广告活动的知 识和技能。 In the new media era,the media environment and marketing environment have produced great changes.As a student of advertising in the information age,it is necessary to understand the development of new media advertising and the means of marketing communication.This course hasrich new media advertisement case for teaching materials.guid ing advertising students to understand the development status and prospects of new media.New media advertising has upended some traditional advertising concepts,opened up new advertising territory,changed the choice of advertisers,and gave birth to new forms of media form and service.This course requires students to be able to use communication theory to deep analysis of the new media advertisement form and characteristics,grasp the dynamic and trend of the development of new media advertising.familiar with new media advertising types and characteristics,to use all kinds of new media to carry out the AD campaign. 三、课程性质与教学目的 课程性质： 选修课《新媒体广告研究》课程教学大纲 一、课程基本信息 课程代码：16109903 课程名称：新媒体广告研究 英文名称：Internet Advertising 课程类别：专业课 学 时：48 学时 学 分： 3 学分 适用对象:广告策划与经营管理本科专业 考核方式：考查 先修课程：广告学概论、广告媒体研究、网络传播 二、课程简介 新媒体时代，媒介环境和营销环境产生了巨大的变革。作为信息时代广告学 专业的学生，了解新媒体广告的发展和营销传播手段必不可少。本课程以丰富的 新媒体广告案例为教学材料，引导广告学专业学生了解新媒体发展现状和前景。 新媒体广告颠覆了某些传统的广告概念，开辟了全新的广告疆域，改变了广告主 的投放选择，催生了新的媒体形态和服务形式。本课程要求学生能够使用传播学 理论去深透地分析新媒体的广告的形态和特质，把握新媒体广告的发展的动态及 趋势，熟悉新媒体广告类型和特征，能够具备利用各类新媒体开展广告活动的知 识和技能。 In the new media era, the media environment and marketing environment have produced great changes. As a student of advertising in the information age, it is necessary to understand the development of new media advertising and the means of marketing communication. This course hasrich new media advertisement case for teaching materials, guiding advertising students to understand the development status and prospects of new media. New media advertising has upended some traditional advertising concepts, opened up new advertising territory, changed the choice of advertisers, and gave birth to new forms of media form and service. This course requires students to be able to use communication theory to deep analysis of the new media advertisement form and characteristics, grasp the dynamic and trend of the development of new media advertising, familiar with new media advertising types and characteristics, to use all kinds of new media to carry out the AD campaign. 三、课程性质与教学目的 课程性质： 选修课