Course description
Course No.
0930401W
Teacher
Yong Cheng
Course Name
Course hours
College
English
Advertising
Chinese
广告学
Total
Theory
Experiment
48
48
College of Economics
and Management
Self-study
Dept.
Department of
Business
Administration
Practice Course design
1. Yes
√2. No
Course description：Describe the nature, academic status, and aims of the course (theory, ability and
technique)
1. Course nature and academic status
Advertising is the core major course of Business Administration, such as Principles of Management,
Marketing, Strategy Management, Production and Operation Management. From the academic aspect,
it is the integral part and special issues of Marketing, which constitute the theoretical system of
business administration, together with other branches of management.
2. Course aims (theory, ability and technique)
This course includes five parts: foundations, planning and strategy, effective advertising media,
effective advertising messages, and integration and evaluation. It combines advertising principles with
case study and practice, and makes use of the analytical methods and tools of marketing and
management. It can help the students to learn about the definition of modern advertising, advertising’
role in marketing, understand the facets model of effective advertising, effective media, the art and
science of creative advertising, and integrated marketing communication. It can provide the students
with basic methods and ability for analyzing and solving the problems in advertising. It can also lay the
foundation for further study.
Requirements for courses; ability and knowledge in advance
Theories and tools in Marketing and Management, such as marketing mix strategies, corporate strategic
planning, strategic research methods and tools, integrated marketing communication, and so on..
Some concepts in Marketing, such as marketing communication, segmenting, targeting, differentiation,
positioning, and so on..
Some tools in Marketing and Management.
Course structure explanation:
Make clear the necessary parts, optional parts, distribution of hours. Courses with experiments or
practice are expected to explain hours needed, content, scheme and functions.
necessary parts: Δ
optional parts: * h: hour or hours
Ch1 Introduction to advertising（4h）
Δ What is advertising?
Δ Roles and functions of advertising
Δ The key players
Δ Types of advertising
Δ What makes an ad effective
Δ The evolution of advertising and the current advertising scene
Ch2 Advertising’ role in marketing（2h）
* What is marketing?
* The key players and markets
Δ The marketing process
Δ How agencies work
Δ International marketing and the dynamics of modern marketing
Ch3 How advertising works（4h）
Δ How advertising works as communication
Δ The effects behind advertising effectiveness
Δ Perception, Cognition, the affective or emotional response, association, persuasion, and behavior
Ch4 The consumer audience（2h）
Δ How does consumer behavior work?
Δ Cultural and social influences on consumer decisions
Δ Psychological and behavioral influences on consumer decisions
Δ The consumer decision process
* Segmenting and targeting
Ch5 Strategic research（2h）
Δ Research: the quest for intelligence and insight
Δ The uses of research
Δ Research methods used in advertising planning
* research challenges
Ch6 Strategic planning（2h）
Δ Strategic planning
Δ Basic strategic planning decisions
Δ Account planning and planning for IMC
Ch7 Print and out-of-home media（2h）
Δ The media industry
Δ Basic media concepts
Δ Print media, newspaper, magazines, packaging, out-of-home advertising, directory advertising
Ch8 Broadcast media（2h）
Δ Broadcast media
Δ Radio, television, film and video
Δ Product placement
Δ Using broadcast advertising effectively
Ch9 Interactive and alternative media（2h）
Δ Interactive media
Δ The internet and internet advertising
Δ E-mail advertising
Δ Alternative and new media
Ch10 Media planning and buying (4h)
Δ The media plan and media objectives
Δ Media strategies and media buying
Δ Media planning changes and challenges
Ch11 The creative side and message strategy (6h)
Δ The art and science of creative advertising
Δ Creative strategy and facets of creative strategy
Δ Planning and managing creative strategy
Ch12 Copywriting (4h)
Δ Copywriting for print
Δ How to write radio and TV copy, and writing for the web
Δ Copywriting in a global environment
Ch13 Design and production (4h)
Δ Visual communication
Δ Print art direction and production
* Television art direction and broadcast production
* Effective web design
Special Topics (8h)
Direct response, sales promotion, events and sponsorships, the practice of public relations, nonprofit or
social marketing, and types and stages of evaluation.
Teaching methods (Lectures, practice, etc)
Lectures
Case study
Forms of examination and requirements
Structure of the final grade(including presence, class performance), focus of exam, forms of
exam(test, interview, final report, etc)
Structure of the final grade: presence (15%), class performance (15%), assignment (20%), final exam
(50%).
Focus of exam: The facets model of effective advertising, the definition of modern advertising, the art
and science of creative advertising, integrated marketing communication.
Forms of exam: test
Textbook
Name
Publisher
Author
Year
Price
Advertising: Principles and
中国人民大学出版社
Wells., W., et al.
2009
￥55
Name
Publisher
Author
Year
Price
Advertising and integrated
东北财经大学出版社
Thomas C. O'Guinn
2009
￥66
Advertising: a framework
清华大学出版社
Lane,W.R., et al.
2004
￥32
Marketing: an introduction
中国人民大学出版社
Armstrong, G., et al.
2010
￥49
Practice
brand promotion
References
Website
http://www. prenhall.com/wellsburnett
Course
members
College of Economics and Management
College