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