[管理学]广告学概论期末复习纲要.doc

广告学概论期末复习大纲 张国才第一章 绪论知识要点：广告的概念、广告的本质、广告的分类、广告学的研究对象1.广告的概念定义:广告是一种由广告主、个人或组织机构将经过编码的特定信息以适当的符号形式通过一定的传播媒介反复传达给目标受众的，以达到影响或改变目标受众的观念或行为的公开的、非面对面的、有偿的信息传播活动教科书2页）参考的定义广告是一种由可识别的（identifiable）个人或组织机构将特定信息通过非个人（non-personal)的传播媒介传达给目标受众以达到影响或改变他们的观念和行为的有偿的信息传播活动广告的本质属性（1）是一种付费的传播形式（a paid form of communication）（2）有可识别的(明确的)出资者(个人或机构）（with an identifiable sponsor）（3）传播的信息是出资者所要传播的经过特别编码的特定信息；（4）通过各种非个人的媒介进行间接传播（by non-personal media）（5）目的是强化或改变受众的观念、情感和行为（to reinforce or influence the audience’s ideas, emotions and behaviors）（6） 广告传播是一种反复进行的传播过程。

2.广告的分类分类总是根据研究或实践的需要按照特定的标准进行2.1 按产品生命周期划分By product life cycle导入期广告——告知性（倡导性）广告成长期广告——说服性（竞争性）广告成熟期广告——提示性广告和说服性广告衰退期广告——根据营销目标不同采取不同策略的广告2.2 按广告媒介性质划分印刷媒介广告电子媒介广告网络广告户外广告直邮广告销售现场（POP）广告植入式广告其他媒介广告2.3 按广告区域划分地方性（当地性）广告区域性广告全国性广告国际广告和世界性广告2.4 按广告对象划分对消费者的广告对生产企业的广告对经销商的广告对专业人士和专业机构的广告2.5 按广告内容和直接目的划分产品广告与企业广告商业广告、公益广告直接促销广告与品牌形象广告2.6 按广告诉求方式划分理性诉求广告（Rational Appealing Ads）情感诉求广告（Emotional Appealing Ads）第二章 广告基础理论知识要点：广告与传播学、市场学、消费者行为、文化的基本关系、广告的“第二传播”的含义和意义重点：1. 广告传播理论基本内容（包括AIDA理论、USP理论， 品牌形象理论、ROI创意理念、定位理论、整合营销传播理论）。

2. 广告的传播功能：告知、说服、提醒、增强3. 广告与企业的市场营销策略的关系（见书）4. 广告与文化的基本关系 1.广告传播理论简介AIDA理论AIDA 是Attention 、Interest 、Desire 和Action的首字母组合的缩略语 AIDA模式描述受众认知、态度和行为变化的一般过程；这个过程包括注意、兴趣、欲望与行动 AIDA是一种指导广告传播目标设定的方法注意（attention）有两种：目标驱动的注意（有意注意）和刺激捕抓的注意（无意注意）为了引起受众注意，广告信息应该做到： （1）与受众利益相关； （2）容易阅读、容易理解； （3）表现方式具有新颖性、创新性；兴趣（Interest ）与受众利益相关的信息才会引起受众兴趣为此，广告承诺的利益必须是明确的，与目标受众需要密切相关欲望（Desire ）欲望不仅是一种情感，而且是行动前的心理准备（readiness to take action），即行动 意向（intention to take action）引起兴趣的利益信息在可信的（credible）时候才会引起购买欲望为了促进购买欲望，可以在广告中：（1）显示你的可信度，（2）提供优惠刺激，（3）提供证言，（4）降低与你交易的风险。

行动（Action ）为了促进购买行动，常使用一种有时间限制的提供（a time-limited offer）USP理论这个理论主张每个广告要提出一个独特的销售提议（Unique selling proposition）This concept was developed by Rosser Reeves, one of the founders of Ted Bates Advertising Agency, which says that advertising must offer the consumer a logical reason for buying a product that separates the product from its competitors.Three basic tenets to the concept: According to this concept, all successful advertising campaigns are based on a product's unique selling proposition. There are three basic tenets to the concept: (1) each advertisement or commercial must offer a specific benefit to the consumer; (2) the benefit must be unique to the advertised brand (something the competition does not offer); and (3) the benefit must be strong enough to pull customers toward the brand.USP理论主张：(1) 每一个广告必须提供一个特别的利益给消费者； (2) 这个利益必须是广告的品牌独特的或者是其他品牌虽有但还没有宣传的； (3) 这个利益必须强烈到能够吸引消费者。

In Reality in Advertising (Reeves 1961, pp. 46–48) Reeves laments that the U.S.P. is widely misunderstood and gives a precise definition in three parts:Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: "Buy this product, and you will get this specific benefit." The proposition must be one that the competition either cannot, or does not, offer. It must be unique—either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising. The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product. Examples of ads with USPM&M's: "The milk chocolate melts in your mouth, not in your hand" Some unique propositions that were pioneers when they were introduced:Domino's Pizza: "You get fresh, hot pizza delivered to your door in 30 minutes or less -- or it's free." FedEx: "When your package absolutely, positively has to get there overnight" M&M's: "The milk chocolate melts in your mouth, not in your hand" Wonder Bread: "Wonder Bread Helps Build Strong Bodies 12 Ways" Some good current examples of products with a clear USP are:Head & Shoulders: "You get rid of dandruff" Olay: "You get younger-looking skin" 品牌形象理论提出者：David MacKenzie Ogilvy, CBE (June 23, 1911–July 21, 1999) 奥格威对于品牌形象的两个观点：（1）主张品牌要有个性David Ogilvy ：You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.你必须决定你的品牌要什么形象。

形象意味着个性产品像人们一样，有个性，它们在市场中能够树立或者打破形象 （2）主张广告要为品牌形象服务David Ogilvy： Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.每一则广告都应该被视为对品牌形象的复杂的符号的一种贡献 李奥·贝纳（Leo Burnett ）的广告创意Leo Burnett (October 21, 1891 - June 7, 1971) was an advertising executive famous for creating such icons as the Jolly Green Giant, the Marlboro Man, the Pillsbury Doughboy and Tony the Tiger. 1935年创办李奥·贝纳广告公司使用Icons作为品牌标志是Leo Burnett公司的创意特色案例：Marlboro cigarettes 1920年代引进市场，为女士香烟。