What do you study in advertising?

Curriculum outline of advertising specialty

Chapter 1 The Value of Advertising

I. Objectives and requirements

Through the study of this chapter, we can deeply understand the concept of advertising. Understand the economic essence of advertising, and deeply understand the functions and functions of advertising. At the same time, understand the research object and content of advertising.

Second, the learning content

Section 1 The Scientific Meaning of Advertising

First, a representative advertising concept in history

Second, the composition and content of advertising concept

Section 2 The Economic Essence of Advertising

First, the economic attributes of advertising

Second, the economic characteristics of advertising

Third, the advertising agency system

Section III Research Objects and Contents of Advertising

I. Discussion on advertising

Second, the research object and content of advertising

Second, the assessment of knowledge points

Section 1 The Scientific Meaning of Advertising

The core content of advertising meaning; The meaning of advertising and the target system of advertising.

Section 2 Research Objects and Contents of Advertising

The research object and content of advertising; Three branches of advertising research.

Section 3 The Economic Essence of Advertising

The marketing function of advertising; The communication function of advertisement; The economic function of advertising; The social function of advertising; The role of advertising in enterprises; The role of advertising in mass media; The influence of advertising on consumers.

Chapter II Advertising Creative Art

I. Objectives and requirements

Through the study of this chapter, we can understand the elements of advertising information, clarify the relationship between advertising theme, creativity and positioning, and master the essentials and skills of advertising creativity.

Second, the learning content

Section 1 The Essence of Advertising Creativity

First, the essence of advertising creativity

Second, the basic process of advertising creativity

The second section of the creative thinking of advertising

Section 3 The Key of Advertising Creativity

The fourth quarter advertising creative skills

Third, assessment knowledge points

Section 1 The Essence of Advertising Creativity

The essence of advertising creativity, the construction of advertising concept, the theme conception and the content of creative expression.

The second section of the creative thinking of advertising

Eight methods of advertising creativity

Section 3 The Key of Advertising Creativity

The meaning and common forms of public concern

The fourth quarter advertising creative skills

The basic methods of advertising creativity and the skills of excellent advertising creativity

Chapter III Art of Advertising Planning

I. Objectives and requirements

Through the study of this chapter, we can deeply understand advertising and marketing, consumer behavior research, advertising planning thinking, advertising planning procedures and advertising planning art.

Second, the learning content

Section 1 Planning Thinking of Advertising

Section 2 Advertising Planning Procedures

Section 3 Art of Advertising Planning

The fourth quarter advertising implementation strategy

Third, assessment knowledge points

Section 1 Planning Thinking of Advertising

The relationship between the three elements of strategy, the planning of marketing model, the thinking of integrating marketing planning, the thinking of product life cycle planning and the thinking of commitment to rational planning.

Section 2 Advertising Planning Procedures

Advertising market survey, advertising target decision-making, advertising positioning strategy, advertising appeal strategy, advertising budget plan, advertising project planning book.

Section 3 Art of Advertising Planning

Corporate brand and the planning art of commercial advertisements.

The fourth quarter advertising implementation strategy

Advertising implementation strategy, advertising effect evaluation

The fourth chapter is the creative art of advertising copy.

I. Objectives and requirements

Through the study of this chapter, we can understand the relationship between advertising and words, the requirements of advertising copy creation, the creation of advertising title, the creation of advertising text and the creation of advertising slogan.

Second, the learning content

The first section advertising copy requirements

Section 2 Creation of Advertising Titles

Section 3 Creation of Advertising Text

The fourth quarter advertising slogan creation

Third, assessment knowledge points

The first section advertising copy requirements

The meaning, basic characteristics and creative requirements of advertising copy.

Section 2 Creation of Advertising Titles

Functions, types, creative skills and creative requirements of advertising headlines.

Section 3 Creation of Advertising Text

Types, structures and creative skills of advertising texts.

The fourth quarter advertising slogan creation

Characteristics, contents, types and creative skills of advertising slogans.

Chapter V Design Art of Advertising Works

I. Objectives and requirements

Through the study of this chapter, we can understand the design norms of advertising works, the design art of print advertising works and the design art of audio-visual advertising works.

Second, the learning content

Section 1 Code for Design of Advertising Works

Section 2 Design Art of Print Advertising Works

Section 3 Design Art of Audio-visual Advertising Works

Third, assessment knowledge points

Section 1 Code for Design of Advertising Works

The elements of advertising design, the difference between advertising design art and literati painting art, the procedures and principles of advertising design.

Section 2 Design Art of Print Advertising Works

The means of expression of advertising pictures, the arrangement skills of advertising copy, the design art of advertising color, and the layout art of advertising works

Section 3 Design Art of Audio-visual Advertising Works

The expression form of TV advertisement, the production requirements of TV advertisement and the production requirements of radio advertisement.

Chapter VI Psychological Strategies of Advertising

I. Objectives and requirements

Through the study of this chapter, we can deeply understand advertising planning and public psychology, advertising design and public psychology, and advertising psychological strategies.

Second, the learning content

Section 1 Advertising Planning and Public Psychology

Section 2 Advertising Design and Popular Psychology

Section 3 Psychological Strategies of Modern Advertising

Third, assessment knowledge points

Section 1 Advertising Planning and Public Psychology

Cognitive process, emotional process, will process.

Section 2 Advertising Design and Popular Psychology

Need psychology, the application of color emotion association psychology, and the application of color temptation psychology.

Section 3 Psychological Strategies of Modern Advertising

Strategies to attract attention, strategies to enhance memory, psychological characteristics of public demand, demand-oriented strategies, conformity strategies and fashion strategies.

Chapter VII Cultural Strategies of Advertising

I. Objectives and requirements

Through the study of this chapter, we can deeply understand the influence of culture on advertising and the cultural strategies of advertising.

Second, the learning content

Section 1 Cultural Effects of Advertising

Section 2 Cultural Strategies of Advertising

Third, assessment knowledge points

Section 1 Cultural Effects of Advertising

Advertising culture and the normative mechanism of culture on public behavior

Section 2 Cultural Strategies of Advertising

Cultural packaging strategy and cultural positioning strategy

Chapter VIII Advertising Strategy

I. Objectives and requirements

Through the study of this chapter, we can understand the characteristics of the four major advertising media and other media represented by outdoor advertising, live advertising and online advertising, and master the selection and combination strategies of advertising media, as well as the development trend and usage characteristics of advertising media.

Second, the learning content

Section 1 advertising media combination strategy

Section 2 Propaganda Strategies of Advertising Media

Third, assessment knowledge points

Section 1 advertising media combination strategy

Selection criteria, principles and processes of advertising media.

Section 2 Propaganda Strategies of Advertising Media

Information processing strategy, media promotion strategy, star promotion strategy, time arrangement strategy.

Chapter IX Advertising Promotion Strategy

I. Objectives and requirements

Through the study of this chapter, we can understand the relationship between advertising and promotion, the characteristics of promotion, and master the planning art of advertising promotion activities and the design skills of advertising promotion tools.

Second, the learning content

Section 1 Advertising and Promotion Planning

Section 2 Planning Art of Advertising Promotion Activities

Section 3 Design Skills of Advertising Promotion Tools

Third, assessment knowledge points

Section 1 Advertising and Promotion Planning

The scientific meaning of promotion, the basic characteristics of promotion, and the relationship between advertising and promotion.

Section 2 Planning Art of Advertising Promotion Activities

The basic forms of advertising promotion activities and the planning of advertising promotion activities

Section 3 Design Skills of Advertising Promotion Tools

Design skills of POP advertising, giving samples and DM, free gifts and commemorative gifts, discounts and VIP cards, coupons and stamps, packaging bags and shopping bags.