課程資料
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7319 廣告學概論
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開課學期：1122
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開課班級：
廣告系 1B
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授課教師：潘家鑫
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必修
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學年課
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學分數：2.0
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孝 0510 星期五 15:10-17:00
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7319 INTRODUCTION TO ADVERTISING
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2024 Spring
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Department of Advertising 1B
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Professor：PAN, CHIA-HSIN
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Required
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Full Year
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Credits:
2.0
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Da Xiao 0510 Friday 15:10-17:00
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發展願景
傳揚中華文化，促進跨領域創新，與時精進，邁向國際
It is our objective to promote Chinese culture, enhance cross-disciplinary innovation, seek constant advancement, and embrace global community.
辦學宗旨
秉承質樸堅毅校訓，承東西之道統，集中外之精華，研究高深學術, 培養專業人才，服務社會，致力中華文化之發揚, 促進國家發展.
Based on our motto—“Temperament, Simplicity, Strength, and Tenacity,” “inheriting the merits of the East and the West” and “absorbing the essence of Chinese and foreign cultures,” we make it our mission to pursue advanced research, develop professional talents, serve the society, promote Chinese culture and support national development.
校教育目標
校基本素養
校核心能力
院教育目標
樹立新聞傳播專業倫理
深化人文及社會科學涵養
增進創意設計與企劃能力
養成資訊科技操作應用能力
培育多媒體經營管理學能
院核心能力
現代公民之人文社會關懷精神
發現、思考，分析與解決問題之能力
新聞暨傳播從業人員之專業倫理
數位媒介產製能力
系教育目標
培育具人文涵養與專業技能廣告人才
訓練策略思考及企劃撰寫提案之技能
啟發掌握趨勢脈動與流行時尚之眼光
灌輸行銷及創意產業規劃與執行能力
提升創意內容產製之必備能力與技巧
系核心能力
廣告策略企畫與執行能力
廣告創意表現與產製能力
創意產業行銷與整合能力
課程目標
漆梅君老師)
1. 了解廣告的基本概念
2. 培養廣告相關領域的學習興趣
3. 認識廣告作業流程
(潘家鑫老師_
1. 幫助學生理解廣告學術及實務基本概念及理論。
2. 幫助學生學習廣告策略的基本工具及技巧應用。
課程能力
廣告策略企畫與執行能力 (比重 34%)
廣告創意表現與產製能力 (比重 33%)
創意產業行銷與整合能力 (比重 33%)
課程概述
以廣告人的思維出發，先介紹廣告的基本概念，繼之以廣告活動的過程與籌辦程序；之後，即進行消費者與產品分析、行銷活動與整合行銷傳播活動等廣告人所應瞭解與具備的基本知識；並迅速進入辦理廣告活動的實質程序，包括廣告活動的策略及企劃、廣告的媒體策略與購買、廣告的創意策略與表現，以及廣告資訊的蒐集與運用的理論與實際，讓學生具備有策劃辦理廣告活動的基本能力；接著，則進一步介紹平面廣告、電子與網路廣告，以及戶外及促銷廣告等各類廣告的現況、創意及製作的藝術與技巧；最後，更以廣告代理商與廣告經營，以及行銷與廣告法規及倫理，來建立正確的廣告人概念。
成績評量：平時成績30%，期中考30%，期末考40%。
Goals: Understanding basic concepts, tools, skills, and strategy applications in this field of advertising。
This course begins with the perspectives of an Ad-man by introducing basic concepts of advertising, firstly, and then, further, introducing the process and procedure of an advertising campaign plan. Later, the course proceeds with issues, which are basic knowledge that should be understand by an ad-man, such as consumer and product analyses, marketing and integrated marketing communication campaigns, etc. Then the executive procedures of an advertising campaign will be discussed, including campaign strategy and planning, media strategy and buying, creative strategy and performance, and the theories and practices of information collection and employment, so that students will learn basic abilities for advertising campaign planning. Furthermore, the course will introduce the state-of-art skill of the creation and production of varied advertising vehicles, such as advertisements, commercials, World Wide Web, out-door advertising, and promotional advertising. Finally, in order to form an ad-man’s correct concepts, the course concludes with topics of advertising agent and management, marketing and advertising regulations and ethics.
本課程為本校廣告學系學年必修課程，課程目標是以廣告人的思維出發，先介紹廣告的基本概念，繼之以廣告活動的過程與籌辦程序；之後，即進行消費者與產品分析、行銷活動與整合行銷傳播活動等廣告人所應瞭解與具備的基本知識；並迅速進入辦理廣告活動的實質程序，包括廣告活動的策略及企劃、廣告的媒體策略與購買、廣告的創意策略與表現，以及廣告資訊的蒐集與運用的理論與實際，讓學生具備有策劃辦理廣告活動的基本能力；接著，則進一步介紹平面廣告、電子與網路廣告，以及戶外及促銷廣告等各類廣告的現況、創意及製作的藝術與技巧；最後，更以廣告代理商與廣告經營，以及行銷與廣告法規及倫理，來建立正確的廣告人概念。
成績評量：平時成績30%，期中考30%，期末考40%。
Goals: Understanding basic concepts, tools, skills, and strategy applications in this field of advertising。
This course begins with the perspectives of an Ad-man by introducing basic concepts of advertising, firstly, and then, further, introducing the process and procedure of an advertising campaign plan. Later, the course proceeds with issues, which are basic knowledge that should be understand by an ad-man, such as consumer and product analyses, marketing and integrated marketing communication campaigns, etc. Then the executive procedures of an advertising campaign will be discussed, including campaign strategy and planning, media strategy and buying, creative strategy and performance, and the theories and practices of information collection and employment, so that students will learn basic abilities for advertising campaign planning. Furthermore, the course will introduce the state-of-art skill of the creation and production of varied advertising vehicles, such as advertisements, commercials, World Wide Web, out-door advertising, and promotional advertising. Finally, in order to form an ad-man’s correct concepts, the course concludes with topics of advertising agent and management, marketing and advertising regulations and ethics. Scores: mid-term 30%, homeworks 30%, and final exams and computer-based proposal 40%.
廣告學概論為廣告入門科目，涵蓋範圍廣泛，上學期課程重點包括廣告基礎理念介紹、行銷傳播消費者等相關知識、廣告業組織及經營、廣告的現況及未來發展、廣告企劃作業過程、廣告資訊的蒐集運用與相關研究等。下學期之課程重點則包括廣告的創意策略與表現、廣告的製作流程與原則、廣告的媒體策略與購買、廣告的預算編列方式等。期透過理論、 實例、 與問題討論， 增進同學之鑽研興趣與思考能力，奠定未來進一步學習之基礎。
Principle of Advertising encompasses many AD related fields. Spring semester highlights basic concepts, marketing, communication, consumer, AD business and development, AD planning process, and information gathering and analysis. Fall semester focuses on AD creative, production, media, and budget. The goal of this course is to equipment students with basic concepts, tools, skills, and strategy applications in this dynamic field of advertising。
授課內容
本課程為培養本系學生十一項核心能力之精神堡壘，以廣告人的思維出發，先介紹廣告的基本概念，繼之以廣告活動的過程與籌辦程序；之後，即進行消費者與產品分析、行銷活動與整合行銷傳播活動等廣告人所應瞭解與具備的基本知識；並迅速進入辦理廣告活動的實質程序，包括廣告活動的策略及企劃、廣告的媒體策略與購買、廣告的創意策略與表現，以及廣告資訊的蒐集與運用的理論與實際，讓學生具備有策劃辦理廣告活動的基本能力；接著，則進一步介紹平面廣告、電子與網路廣告，以及戶外及促銷廣告等各類廣告的現況、創意及製作的藝術與技巧；最後，更以廣告代理商與廣告經營，以及行銷與廣告法規及倫理，來建立正確的廣告人概念。
成績評量：平時成績30%，期中考30%，期末考40%。
Goals: Understanding basic concepts, tools, skills, and strategy applications in this field of advertising。
This course begins with the perspectives of an Ad-man by introducing basic concepts of advertising, firstly, and then, further, introducing the process and procedure of an advertising campaign plan. Later, the course proceeds with issues, which are basic knowledge that should be understand by an ad-man, such as consumer and product analyses, marketing and integrated marketing communication campaigns, etc. Then the executive procedures of an advertising campaign will be discussed, including campaign strategy and planning, media strategy and buying, creative strategy and performance, and the theories and practices of information collection and employment, so that students will learn basic abilities for advertising campaign planning. Furthermore, the course will introduce the state-of-art skill of the creation and production of varied advertising vehicles, such as advertisements, commercials, World Wide Web, out-door advertising, and promotional advertising. Finally, in order to form an ad-man’s correct concepts, the course concludes with topics of advertising agent and management, marketing and advertising regulations and ethics.
授課方式
lecture, discussion, presentation
評量方式
上課用書
（師生應遵守智慧財產權及不得非法影印）
Moriarty, S., Mitchell, N. & Wells, W. (2012). Advertising: Principles and practice (9th Ed.). Upper Saddle River, New Jersey: Pearson.
華泰文化，陳尚永譯
參考書目
（師生應遵守智慧財產權及不得非法影印）
academic papers, articles, news stories, Internet resouces, etc.
現代廣告學，劉建順著，智勝文化
陳尚永譯，廣告學，華泰文化
期刊、論文、報導、網站等
課程需求
要報告
1、情景分析
a) 產品分析
b) 市場分析:目標市場(市場定位與說明)
c) 競品分析
d) SWOT
2、 產品定位
3、 行銷策略:目標對象(Target Insight)
a) 產品組合
b) 創意概念
4、 傳播企劃
a) 傳播策略
b) 媒體排期
5、 效益評估
a) 媒體預算
b) 效益評估
要考試選擇、填空、申論
要分組討論分組報告
輔導時間
- 星期二 12:00-13:00 17:00-18:00 17:00-18:00 17:00-18:00 17:00-18:00
- 星期三 12:00-13:00
- 星期四 12:00-13:00
- 星期五 12:00-13:00 17:00-18:00 17:00-18:00
教師聯絡資訊
Email：pjx@faculty.pccu.edu.tw
分機：37334
課程進度
| 2024/03/01 | How marketing communication works? |
| 2024/03/08 | Strategic Research |
| 2024/03/15 | Facets Model of Advertising Effects |
| 2024/03/22 | positioning備註畢展 |
| 2024/04/12 | Targeting the Audience |
| 2024/04/26 | Strategic planning |
| 2024/05/03 | Advertising media |
| 2024/05/17 | Message strategy備註大學入學甄試 |