2015-9-22 广告学原理

Chapter 1 Sketch

Definition

What is Advertising

Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.

What is an identified sponsor?

Identified means that this sponsor and people relevant to this advertisement has to be responsible to it, law or ethic.

What is the non-personal communication?

The impact of the brand helps consumers to judge whether to trust the brand and the product without going up for a field trip.

Why usually paid?

Except for soft-ads, many other ads that needs platform will have to pay for their display.

What informations do they convey?

About products, services or ideas.

Why persuasive?

Using creative ways to enable consumers to pay attention to products.

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分数构成：

• 小组案例研究报告
• 个人发展

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新媒体的特点

• 内容为王
• 淡化粉丝和浏览的概念 降低商业化

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1. 广告行业

• 版面掮客：广告业的前身：层层转包
• 广告同业组织

2. 国外广告的发展与演变