广告学原理教学（终稿）

《广告学原理》教学大纲

|课程代码 |171006 |

|课程名称 |广告学原理 |

|英文名称 |Principles of advertising |

|课程类别 |学科基础课 |

|课程性质 |选修 |

|学时 |总学时：32上机学时：0实验学时：0实践学时：0 |

|学分 |2 |

|开课学期 |第二学期 |

|开课单位 |新闻与传播学院 |

|适用专业 |传播学、新闻学、广告学 |

|授课语言 |中文授课 |

|先修课程 |传播学原理 |

|毕业要求（专业|本课程对学生达到如下毕业要求有如下贡献： |

|培养能力） |1、扎实的专业基础：以品牌传播理论为核心，培养学生系统地掌|

| |握专业基本原理、方法和手段等。 |

| |2、良好的专业技能：培养学生具备基本的从业基础技能。 |

| |3、知识的运用与融通：培养学生能把理论知识与实践结合，在实|

| |践运用中消化与提升知识的理解。 |

| |4、创新精神与创业能力并具：广告是应用性学科，创新是广告的|

| |灵魂。培养学生专业能力的原创性与独立精神。 |

| |5、全球视野：宏观的战略眼光和国际视野，与国际行业标准的接|

| |轨。 |

|课程培养学生的|完成课程后，学生将具备以下能力： |

|能力（教学目标|（1）掌握广告学的基本原理和基本知识，培养学生发现问题、解|

|） |决问题的基本能力。［1、2］ |

| |（2）掌握广告运作和广告策划创意的基本知识，学生具有策划创|

| |意的初步能力。［1、3、4］ |

| |（3）掌握广告策划创意的基本方法，并具有初步撰写广告策划方|

| |案的能力，培养学生的实践能力。［3、5］ |

|课程简介 |本课程的特点是：1、讲述内容广博，使学生对广告有个大概的全|

| |貌性理解，在以后的专业课程中还会针对各个方面（如广告策划 |

| |、广告文案写作、广告媒体研究、广告效果评估、广告设计、广 |

| |告管理等）进行细致的讲解与分析。因此需要大量的信息知识以 |

| |补充课程内容。2、 广告是一门与时代结合紧密的学科，要求时 |

| |时处处以现实生活、现实案例为参考进行讲解，所以要求讲述内 |

| |容时时更新，以满足课程要求及学生要求。3、广告学是一门非常|

| |实用的科学，要求有极强的动手能力，所以在教学过程中要求让 |

| |学生一方面学习专业制作方面的知识，另一方面要求学生亲自动 |

| |手去深入市场，进行现实的或模拟的广告运作，以便更好地学以 |

| |致用。 |

|教学内容与学时|（一）广告概述 学时：4 |

|分配 |教学内容和要求： |

| |（1）了解广告的特性、类别、影响和作用 |

| |（2）了解广告学与其他学科的关系 |

| |（二）广告组织与运营 学时：2 |

| |教学内容和要求： |

| |（1）了解广告组织的演变 |

| |（2）认知各种广告组织的特性 |

| |（3）了解广告交易制度与费用 |

| |（三）广告机会分析 学时：4 |

| |教学内容和要求： |

| |（1）掌握广告环境、消费者行为、产品与品牌的分析方法 |

| |（2）了解整合营销传播的概念与特性 |

| |（四）广告计划 学时：4 |

| |教学内容和要求： |

| |（1）了解广告计划的含义及特性 |

| |（2）认知广告计划的内容、广告预算的编制 |

| |（3）掌握计划书的撰写、广告调查的方法 |

| |（五）广告表现战略 学时：4 |

| |教学内容和要求： |

| |（1）了解广告表现的内涵 |

| |（2）认知广告创意的概念和基本方法 |

| |（3）掌握广告定位的概念和基本方法 |

| |（六）广告文案 学时：4 |

| |教学内容和要求： |

| |（1）掌握广告文案的基本概念 |

| |（2）了解广告标题、广告正文、广告口号 |

| |（3）掌握广播电视广告词的写作方法 |

| |（七）广告媒体的运用 学时：4 |

| |教学内容和要求： |

| |（1）了解广告媒体的类别和特点 |

| |（2）掌握媒体计划的写作方法 |

| |（3）掌握媒体组合策略和广告日程的安排策略 |

| |（八）广告受众 学时：2 |

| |教学内容和要求： |

| |（1）了解广告受众与受众的特性 |

| |（2）了解广告受众与信息传播的关系 |

| |（3）掌握广告受众的心理特征 |

| |（九）广告效果的测定 学时：2 |

| |教学内容和要求： |

| |（1）了解广告效果的含义及特性 |

| |（2）掌握广告传播效果、销售效果和社会效果的测定方法 |

| |（十）广告管理 学时：2 |

| |教学内容和要求： |

| |（1）了解广告管理的含义与特性 |

| |（2）掌握广告管理的内容和方法 |

| |（3）了解广告准则和广告审查及国外广告管理的概况 |

|实验教学（包括|无 |

|上机学时、实验| |

|学时、实践学时| |

|） | |

|教学方法 |课程教学以课堂教学、课外作业、综合讨论、网络以及授课教师 |

| |的科研项目与积累等共同实施。 |

|考核方式 |本课程注重过程考核，成绩比例为： |

| |平时作业和课堂表现：30% |

| |期末考试（闭卷）：70% |

|教材及参考书 |现用教材： |

| |倪宁编著的《广告学教程》， 中国人民大学出版社 2014年版 |

| |主要参考资料： |

| |[1] 《当代广告学》 威廉 阿伦斯著，丁俊杰等译 人民邮电出版 |

| |社 2013年版 |

| |[2] 《一个广告人的自白》奥格威著，林桦译 中信出版社 |

| |2010年版 |

|制定人及制定间|戴世富，2017年3月25日 |



“Principles of advertising ”Syllabus

|Course Code |171006 |

|Course Title |Principles of advertising |

|Course Category |Disciplinary Basic Course |

|Course Nature |Compulsory Course |

|Class Hours |All Class Hours:48 Computer Lab:0 Experiment:0 |

| |Practice:0 |

|Credits |Three |

|Semester |The Second Semester |

|Institute |School of Journalism and Communication |

|Program Oriented|Journalism, Communication, advertisement |

|Teaching |Chinese |

|Language | |

|Prerequisites |Principles of Communication |

|Student Outcomes|Target 1: |

|(Special |(consolidate the basis of the special field) With brand|

|Training |communication theories as the core, cultivating |

|Ability) |students with basic professional theories, methods and |

| |approaches. |

| |Target 2: (good technical abilities in the special |

| |field teaching students basic vocational skills |

| |Target 3:(the well-understanding and practice of |

| |knowledge) train students' ability to combine theory |

| |with reality, finally achieving a real understanding |

| |and mastering of knowledge in real practice. |

| |Target 4:( contain both spirit of innovation and |

| |enterprise competence ) advertising is an applied |

| |science |

| |Target 5: (global vision) with a macroscopic strategic |

| |vision and international vision, which can help to meet|

| |the international industry standards. |

|Teaching |After completion of the course, students will have the |

|Objectives |following abilities: |

| |(1) master the basic principles and knowledge of |

| |advertising, and cultivate students' ability to |

| |discover and solve problems. |

| |(2) master the basic knowledge of advertising operation|

| |and advertising planning creativity, students have the |

| |preliminary ability to create. |

| |(3) master the basic methods of advertising creative |

| |planning, and have the preliminary ability to write an|

| |advertising planning, train students' practical |

| |ability. |

|Course |The characteristics of this course : 1.Extensive |

|Description |content make students have a general understanding of |

| |advertising, and will explain and analyze all aspects |

| |in detail(such as advertising, advertising Copy |

| |writing, advertising media research, advertising effect|

| |evaluation, advertisement design, advertisement |

| |management etc.) in the future professional courses. |

| |Therefore, a large amount of information is needed to |

| |supplement the course content. 2. advertising is a |

| |subject that combines with the times closely, and it |

| |uses the real life and realistic case for reference to |

| |explain, so it requires to update the content in real |

| |time to meet the curriculum of the students and |

| |curriculum. 3. advertising is a very practical science,|

| |with strong practical ability, so in the teaching |

| |process, students need to learn the knowledge about |

| |professional production, at the same time, students |

| |should go into the market in person to carry out a real|

| |or simulated advertising operation in order to better |

| |apply their knowledge. |

|Teaching Content|1.advertising overview Credits：4 |

|and Class Hours |Teaching contents and requirements: |

|Distribution |(1) understand the characteristics, categories, effects|

| |and functions of advertising |

| |(2) understanding the relationship between advertising |

| |and other disciplines |

| | |

| |2.advertising organization and operation Credits：2 |

| |Teaching contents and requirements: |

| |(1) understanding the evolution of advertising |

| |organizations |

| |(2) recognize the characteristics of various |

| |advertising organizations |

| |(3) understand the advertising trading system and the |

| |cost of advertising |

| | |

| |3.advertising opportunity analysis Credits：4 |

| |Teaching contents and requirements: |

| |(1) master the analysis methods of advertising |

| |environment, consumer behavior, product and brand |

| |(2) understand the concept and characteristics of |

| |integrated marketing communications |

| | |

| |4.advertising planning Credits：4 |

| |Teaching contents and requirements: |

| |(1) understand the meaning and characteristics of the |

| |advertising planning |

| |(2) know the content of the advertising planning and |

| |the preparation of advertising budget |

| |(3) master the writing of advertising plan and the |

| |methods of advertising investigation |

| | |

| |5.advertising performance strategy Credits：4 |

| |Teaching contents and requirements: |

| |(1) understand the connotation of advertising |

| |performance |

| |(2)know the concept and basic methods of advertising |

| |creative |

| |(3) master the concept and basic methods of advertising|

| |positioning |

| | |

| |6.advertising copy Credits：4 |

| |Teaching contents and requirements: |

| |(1) master the basic concept of advertising copy |

| |(2) understand the advertising headlines, advertising |

| |text, advertising slogan |

| |(3) master the methods of writing radio and TV |

| |advertising words |

| | |

| |7.the use of advertising media Credits：4 |

| |Teaching contents and requirements: |

| |(1) understanding the types and characteristics of |

| |advertising media |

| |(2) master the writing methods of media planning |

| |(3) master the strategy of media mix strategy and |

| |advertising schedule |

| | |

| |7.advertising audience Credits：2 |

| |Teaching contents and requirements: |

| |understand the audience and the characteristics of the |

| |audience |

| |understand the relationship between the audience and |

| |the communication |

| |(3) master the psychological characteristics of the |

| |audience |

| | |

| |8.the measurement of advertising effectiveness |

| |Credits：2 |

| |Teaching contents and requirements: |

| |(1) understand the meaning and characteristics of |

| |advertising effectiveness |

| |(2) master the methods of measuring the effect of |

| |advertising communication effect, sales effect and |

| |social effect. |

| | |

| |9.advertising management Credits：2 |

| |Teaching contents and requirements: |

| |(1) understand the meaning and characteristics of |

| |advertising management |

| |(2) master the contents and methods of advertising |

| |management |

| |(3) understanding advertising standards, advertising |

| |review and overview of foreign advertising management |

|Experimental |None |

|Teaching | |

|Teaching Method |The curriculum teaching is carried out in the following|

| |aspects: classroom teaching, homework, comprehensive |

| |discussion, network and the research project of |

| |teachers. |

|Examination |This course focuses on process assessment: |

|Method |Homework and classroom performance: 30% |

| |Final exam (close-book examination): 70% |

|Teaching |Text Book:  The course of advertising Authored by Ni |

|Materials and |Ning, Renmin University of China press, 2014 |

|Reference Books |Main reference: |

| |[1] "contemporary advertising" , Authored by William |

| |Arens, translated by Ding Junjie et. People's Posts and|

| |Telecommunications Press, 2013 |

| |[2]"Confessions of an advertising man, Authored by |

| |Ogilvy, translated by Lin Hua,CITIC publishing house, |

| |2010 |

|Prepared by Whom|Dai Shifu, March 25,2017 |

|and When | |