英文版《广告学原理与实务》课件.ppt

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1、IntroductiontoAdvertisingPart1:FoundationsChapter1ChapterOutlineChapterKeyPointsWhatisAdvertising?RolesandFunctionsofAdvertisingTheKeyPlayersTypesofAdvertisingWhatMakesanAdEffective?TheEvolutionofAdvertisingTheCurrentAdvertisingSceneKeyPointsDefineadvertisingandexplainitskeycomponentsDisc

2、usstherolesandfunctionsofadvertisingwithinsocietyandbusinessIdentifythekeyplayersandtheirrolesincreatingadvertisingExplainthedifferenttypesofadvertisingSummarizethecharacteristicsofeffectiveadvertisingandexplainwhyitisalwaysgoaldirectedAnalyzethechangesaffectingtheadvertisingindustryDefin

3、ingModernAdvertisingAdvertisingispaidpersuasivecommunicationUsesnonpersonalmassmediatoreachbroadaudiencestoconnectanidentifiedsponsorwithatargetaudienceFivebasiccomponents:PaidcommunicationSponsorisidentifiedTriestopersuadeorinfluenceReachesalargeaudienceConveyedthroughimpersonalmassmedia

4、KeyConceptsofAdvertisingStrategyCreativeideaExecutionMediaThelogicandplanningbehindtheadAdvertisersdevelopadstomeetobjectivesAdvertisersdirectadstoidentifiedaudiencesAdvertiserscreatemessagesthatspeaktotheaudience’sconcernsAdvertisersrunadsinthemosteffectivemediaKeyConceptsofAdvertisingSt

5、rategyCreativeideaExecutionMediaThecentralideathatgrabstheconsumer’sattentionCreativitydrivestheentirefieldofadvertisingKeyConceptsofAdvertisingStrategyCreativeideaExecutionMediaEffectiveadsadheretothehighestproductionvaluesintheindustryClientsdemandthebestproductionthebudgetallowsKeyConc

6、eptsofAdvertisingStrategyCreativeideaExecutionMediaCommunicationchannelsthatreachabroadaudienceHowtodeliverthemessageisjustasimportantcomingupwiththecreativeideaofthemessageRolesofAdvertisingMarketingCommunicationEconomicSocietalTheprocessabusinessusestosatisfyconsumerneedsbyprovidinggood

7、sandservicesProductcategoryTargetmarketMarketingmixBrandRolesofAdvertisingMarketingCommunicationEconomicSocietalCanreachamassaudienceIntroducesproductsExplainsimportantchangesRemindsandreinforcesPersuadesRolesofAdvertisingMarketingCommunicationEconomicSocietalMovesf