《广告效果评估》课程教学大纲 一、课程基本信息 课程代码： 课程名称：广告效果评估 英文名称：The evaluation of advertising effect 课程类别：专业必修课 学时：64学时 学分：4学分 适用对象：广告学本科专业 考核方式：考试 先修课程：广告学概论、传播学、广告媒体研究 二、课程简介 广告效果评估是广告活动中的重要组成部分。随着市场竞争日趋激烈，营销人员日益重 视广告在塑造品牌过程中所发挥的作用，广告投入呈逐年上升之势：但围绕广告，仍然存在 若相当多的困惑，广告是否能够获得应有的效果，成为广告主和媒介关心的核心问题。广告 效果秧义上通常所句括传播效果和销供效果：广义上则还包含了心理效果和社会效果，心理 效果是广告对受众心理认知、情感和意志的影响程度，是广告的传播功能、经济功能、教育 功能、社会功能等的集中体现：广告的社会效果是广告 对社会 、文化教育、伦理 、环境 的影响，良好的社会效果也能给企业带来良好的经济效益。本课程全面介绍广义层面的广告 效果评估理论和方法，学习如何调查消费者对于各种媒体，如报纸、杂志、电台、电视、户 外广告等的接触情形，以及接触广告后消费者的心理效果和社会影响。 Evaluation of advertising effect is an important part of advertising campaign With the increasingly fierce market competition,marketers pay more and mor attention to the role of advertising in the process of building a brand, advertising investment is increasing year by year:But around the advertisement, there are still quite a lot of confusion.whether the advertisement can obtain the due effect,has become the core issue of concern for advertisers and media. Advertising effect in narro sense refers to the extent hich a advertisement achieves its intended goal,which usually includes the communication effect and sales effect;In a broad sense,it also includes psychological effect and social effect.Psychological effect is the degree of influence of advertisement on audience's psychological cognition,emotion and will,and the concentrated embodiment of adv tisement's co munication function economic function,educational function and social function.The social effect of advertisement is its influence on social morality,culture,education,ethics and environment.Good social effect can also bring good economic benefits to enterprises.This course provides a comprehensive introduction to the theory and method of advertising effectiveness evaluation in the broad sense,and studies how to investigate consumers'exposure to various media,such as newspapers. magazines,radio,television and outdoor advertising,as well as consumers' psychological effect and social impact after exposure to advertising.《广告效果评估》课程教学大纲 一、课程基本信息 课程代码： 课程名称：广告效果评估 英文名称：The evaluation of advertising effect 课程类别：专业必修课 学 时：64 学时 学 分： 4 学分 适用对象: 广告学本科专业 考核方式：考试 先修课程：广告学概论、传播学、广告媒体研究 二、课程简介 广告效果评估是广告活动中的重要组成部分。随着市场竞争日趋激烈，营销人员日益重 视广告在塑造品牌过程中所发挥的作用，广告投入呈逐年上升之势；但围绕广告,仍然存在 着相当多的困惑，广告是否能够获得应有的效果，成为广告主和媒介关心的核心问题。广告 效果狭义上通常所包括传播效果和销售效果；广义上则还包含了心理效果和社会效果，心理 效果是广告对受众心理认知、情感和意志的影响程度，是广告的传播功能、经济功能、教育 功能、社会功能等的集中体现；广告的社会效果是广告对社会道德、文化教育、伦理、环境 的影响，良好的社会效果也能给企业带来良好的经济效益。本课程全面介绍广义层面的广告 效果评估理论和方法，学习如何调查消费者对于各种媒体，如报纸、杂志、电台、电视、户 外广告等的接触情形，以及接触广告后消费者的心理效果和社会影响。 Evaluation of advertising effect is an important part of advertising campaign. With the increasingly fierce market competition, marketers pay more and more attention to the role of advertising in the process of building a brand, advertising investment is increasing year by year; But around the advertisement, there are still quite a lot of confusion, whether the advertisement can obtain the due effect, has become the core issue of concern for advertisers and media. Advertising effect in a narrow sense refers to the extent to which an advertisement achieves its intended goal, which usually includes the communication effect and sales effect; In a broad sense, it also includes psychological effect and social effect. Psychological effect is the degree of influence of advertisement on audience's psychological cognition, emotion and will, and the concentrated embodiment of advertisement's communication function, economic function, educational function and social function. The social effect of advertisement is its influence on social morality, culture, education, ethics and environment. Good social effect can also bring good economic benefits to enterprises. This course provides a comprehensive introduction to the theory and method of advertising effectiveness evaluation in the broad sense, and studies how to investigate consumers' exposure to various media, such as newspapers, magazines, radio, television and outdoor advertising, as well as consumers' psychological effect and social impact after exposure to advertising