南台課程大綱
學年度 105學年第二學期 系所 行流系
課程名稱 廣告管理專題 班級 碩專行流二甲
授課教師 黃識銘 點 閱 次 數 51
選修
選修
課程概述
以行銷溝通觀點為基礎,引導學生對廣告研究之認識,進而提升其從事廣告企劃之實作能力。
Comprehensive study of principal problems faced by advertisers and advertising agencies; policies and procedures used for solutions: evaluation and selection of advertising media; preparation of layout and copy for sound advertising performance.
課程目標
This course is designed to increase the student's ability to plan a advertising campaign. To assure such an achievement the course uses readings, lectures and discussions to help students:
1.To understand the role of advertising in marketing and the promotional mix.
2.To identify the scientific and creative aspects of advertising as a business discipline.
3.To understand the relationship between marketing strategy, creative strategy, and media strategy.
4.To understand the structure, processes, techniques, and terms used in the working relationship between brands, agencies, and the media.
課程大綱
1. 廣告管理概述
2. 廣告企劃
3. 消費者洞察
4. 溝通效果
5. 態度
6. 改變利益影響態度
7 品牌情感聯結
8. 發展品牌人格
9. 營造社會規範
10.誘發行動
11.創意
12.文案
13.媒體
14.廣告計劃
英文大綱
1. The field of advertising management
2. Advertising planning
3. Comsumer learning and perception
4. communication effects
5. Attitude
6. Changing benefit-based attitude
7 Associating feelings with the brand
8. Developing brand personality
9. Creating social norms
10.Precipitating action
11.Creative approaches
12.The art of copywriting
13.Media strategy and tactics
14.Advertising plans
下載
Doc Pdf
連結(一) 連結(二)

上一頁