Major in colleges and universities
***3 meanings
Advertising is a discipline that studies the history, theory, strategy, production and management of advertising activities. With the development of commodity economy, the market economy has changed from "seller's market" to "buyer's market", and the market competition is becoming increasingly fierce. Striving for consumers and increasing market share have become the key to the success of enterprises. With the progress of science and technology, advertising means are becoming more and more scientific and modern. Using advertisements to open up markets and win consumers has become an important means for enterprises to open up markets and expand commodity sales. With the continuous expansion of the scope of advertising activities, the forms of advertising activities are becoming more and more colorful, the advertising business is increasing, and professional advertising agencies are beginning to appear. People pay more and more attention to the research of advertising theory and advertising strategy. In order to strengthen the professional training of advertising talents and strengthen the research of advertising theory, colleges and universities have set up advertising majors or courses.
Professional regulations
050303
award a degree
Bachelor of Arts (BA)
required years of study
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Professional introduction
Advertising major is a major that studies advertising in an academic way. By studying market economy, consumption psychology and aesthetics, people's consumption consciousness is enhanced and social psychology is produced.
concise
Advertising is an independent discipline, and it is a science that studies the history, theory, strategy, production and management of advertising activities. At first, the knowledge about advertising was only seen sporadically in some chapters of journalism and economics, which was very unsystematic. Until now, advertising knowledge is still one of the components of these disciplines, such as journalism, marketing, enterprise management, business psychology and so on.
research contents
(1) Basic principles of advertising:
The basic concept of advertising, the inevitability of its emergence and development in commodity economy, the position and role of advertising in commodity economy, the basic task of advertising, etc.
(2) advertising planning:
Advertising survey, advertising plan, advertising budget, advertising strategy, advertising implementation and effect measurement.
(3) advertising design and production;
According to the needs of advertising companies and professional design companies, we will cultivate graphic designers with comprehensive quality and skills, so that students can master the professional design skills required for different positions in graphic design and have the ability to independently complete various design projects.
(4) advertising psychology
The basic task of advertising is also around these research contents.
First of all, the basic task of advertising is to reveal the basic laws of commercial advertising. Especially in China, the development level of advertising activities is still very low, and the awareness of business owners to use advertising as an effective means to assist their business activities is still very weak. Therefore, the task in front of China's advertising interface is not only to improve the creative level and economic benefits of advertising, but also to publicize and popularize the awareness that advertising activities are an effective auxiliary and promoting means for people to engage in commercial activities through advertising activities, so as to achieve the purpose of promoting the development of China's socialist commodity economy. Therefore, it is urgent to improve the theoretical level of advertising to guide the healthy development of advertising in China.
Five.
Advertising film
Secondly, it is to explore effective ways to improve the economic and social benefits of advertising. The advertising effect includes the propaganda effect and social effect of the advertisement itself. As a product of commodity economy, its direct purpose is to communicate information exchange between producers and sellers, expand commodity circulation and promote commodity sales, thus creating greater profits for advertisers. This is the basic requirement for advertising, and it is also the publicity effect of advertising itself. But it is not easy to achieve this effect. In order to achieve good results and do more with less money, we must master the laws of market changes and commodity movements, flexibly use advertising strategies, and guide the advertising industry to improve its management level by studying advertising planning, advertising decision-making, advertising creation, advertising efficiency and advertising organization management, so as to master the methods to improve advertising efficiency.
research objects
(A) the history of advertising development
In the research field of advertising, it is necessary to analyze the advertising phenomena in each stage of the historical process of advertising production, development and evolution in order to explore the historical inevitability of advertising development.
(2) Advertisers and advertisers cultivate advertisements
Advertising should study the main planner in advertising activities, that is, advertisers. Advertisers have existed in the advertising industry for hundreds of years. The definition, quality analysis and training of advertisers are closely related to the development of advertising science, and are also important topics for further improvement of advertising science.
(3) advertising organization
Advertising agencies are the general names of functional departments and professional organizations that carry out advertising activities. The nature, necessity and internal operating mechanism of advertising organizations will have a direct impact on the development of advertising activities. How to standardize advertising organization and make it better adapt to advertising activities is one of the important topics in advertising research.
(4) advertising plan
The orderly development of advertising activities directly depends on the planning of advertising activities. Focusing on advertising objectives, advertising planning based on advertising survey is the premise guarantee of advertising activities, and it is also the standard and basis for testing the success of advertising. Defining the content and scope of advertising planning has become an essential part of advertising.
(E) Advertising strategy
Advertising strategies include advertising positioning, advertising creativity and advertising copy. This is the core and soul of advertising performance. These problems are studied in the form of important topics within the scope of advertising.
(6) Advertising media
Advertising is an activity to spread information. The advantages and disadvantages of different media and their influence on the public will have a very important impact on the advertising effect. The analysis and research of advertising media refers to the analysis of all kinds of mass communication, so as to choose the corresponding media or media combination strategy according to the characteristics of different media and effectively spread specific advertising content.
(seven) advertising management regulations
As an economic activity and communication activity, advertising must follow the corresponding laws and regulations. This is not only a constraint on the advertising activity itself, but also a legal and just protection for the advertising activity. Around the world, various countries have formulated advertising laws and regulations to manage national advertising behavior from a macro perspective. China also formally implemented the advertising law on 1995, which made the advertising management activities have rules to follow and laws to follow. The laws and regulations of advertising management in different countries are different in content, but many of them have the significance of learning from each other in specific provisions.
research method
(A) Comparative reference method
The so-called comparative reference method is a comparative study of the concepts, categories and related advertising theories of advertising. Learn from successful advertisements and advertising ideas, so as to explore the methods of regular understanding.
(2) Specific observation and evaluation methods
The specific observation and evaluation method is to thoroughly understand the so-called advertisements you see, think and analyze their advantages and disadvantages, successes and mistakes, put forward their own views and opinions, and constantly accumulate their own perceptual knowledge of advertisements.
Qualitative and quantitative methods
In advertising activities and advertising theory, we should learn to use quantitative content to define its certainty in the determination and evaluation of advertisements. Statistical methods should be applied to advertisements. Adhering to the combination of qualitative and quantitative methods is the concept of respecting the objective facts of advertising effect and public recognition standards.
(4) Combining theory with practice.
Advertising theory must be applied to advertising practice, and judged, revised and perfected by advertising effect in practice. Advertising theory must be tested by advertising practice, and only by advertising practice. Right and wrong, superiority and inferiority of advertising theory can never be inferred by purely logical methods. People who study advertising reality from concept to concept and from theory to theory, but ignore the real and living advertising world, can only be built in the air. Adhering to the method of combining theory with practice is the benchmark for cultivating one's own advertising thoughts.
(V) Research methods of system dynamics
Systematic method is a modern scientific research method developed in recent decades, and it is a modern thinking method based on the whole, planning the overall situation, and dialectical unity of the whole and the part. Learning to analyze and study the theory of advertising systematically and dynamically will cultivate your own holistic, rigorous and scientific research style in advertising.
Trial teaching
Including junior internship, graduation internship and so on. , generally arranged for 30 weeks.
Training objectives
This major aims to cultivate advertising senior professionals with extensive cultural and scientific knowledge who can engage in advertising management, advertising planning, creativity and design, marketing planning and market research and analysis in news media advertising departments, advertising companies, market research and information consulting industries and enterprises and institutions.
Training requirements
Students in this major mainly study the basic principles of Marxism, the basic theories and knowledge of advertising, receive basic training in advertising planning, marketing and implementation, and master the basic knowledge and skills of advertising implementation and management.
Professional ability
1. Master the basic theory and knowledge of advertising; 2. Have the basic ability of modern advertising planning, creativity, production and release, as well as the basic knowledge of market research and marketing and the basic ability of market analysis and data processing; 3. Familiar with advertising related policies and regulations; 4. Have the basic knowledge and activity ability of public relations; 5. Understand the present situation and development trend of advertising industry in China and the development trend of advertising industry abroad.
Career prospects
This major has a good employment prospect. Graduates can engage in education, media advertising departments, advertising companies, market research and information consulting industries, and can also engage in advertising management, advertising planning, creative design, marketing planning and other work in enterprises and institutions.
Open colleges and universities
Sanya college
Type: Comprehensive location: Hainan
sanjiang university
Type: comprehensive location: Jiangsu
shanghai business school
Type: financial location: Shanghai
2 1 1 Shanghai International Studies University
Type: Language Location: Shanghai
Shanghai International Studies University Xianda College of Economics and Humanities
Type: Language Location: Shanghai
2 1 1 Shanghai University
Type: comprehensive location: Shanghai
Good cat Nizi (female)
Concord college, Fujian Normal University-Advertising (Undergraduate)
School impression:
The school is very good, the dormitory 13 is newly built, with air conditioning and independent bathroom. The school has its own library and can also use the book resources of Normal University, which is equivalent to two libraries. Advertising major is the star major in our school. The school makes great efforts to find good teachers for us, and often invites predecessors in the advertising industry to give us lectures. The invited teachers are all academic and cutting-edge elites in the advertising industry. Although some teachers will be called the best by some people, most of them are still very good.
Professional evaluation:
Advertising major is the star major in our school. The school makes great efforts to find good teachers for us, and often invites predecessors in the advertising industry to give us lectures. The invited teachers are all academic and cutting-edge elites in the advertising industry. Although some teachers will be called the best by some people, most of them are still very good. And the teacher has taught us to take part in the advertising competition for four years. After graduation, some teachers will recommend internship units to everyone, and even some teachers' own advertising companies will directly accept people. open field
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School rating:
100 integral
Professional score:
100 integral
Professional circle user 42 19762 (female)
Fujian Normal University concord college-English (Undergraduate)
School impression:
The school environment is quite good. In summer, classrooms, libraries, canteens and dormitories are all air-conditioned. The dormitory is a four-person room with a separate bathroom and water heater. Going out is a snack street. Life is convenient and school security is good. The security staff can do anything and help you solve anything.
Professional evaluation:
Many of our majors are teachers in the headquarters of Normal University, and there are some well-known retired teachers. Of course, there are attractive young teachers. Most of them are masters of studying abroad, but for the employment of English majors, schools have different directions, such as translation, business and tourism. Depends on which one you choose.
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School rating:
80 points
Ms. Yang (male)
Concord college, Fujian Normal University-Marketing (Undergraduate)
School impression:
Independent college, the tuition is more expensive. The school system is strict, especially the examination attendance system. School is very strict. If you don't go to the library to struggle at the end of the term, you won't get into the exam at all. In the university town, everything else is good.
Professional evaluation:
Not bad, not bad. Hot major, good employment after graduation. It is more difficult to test civil servants and institutions. Any company needs marketers, so it's easy to find a job after graduation! But they are also grass-roots salespeople, and they don't feel good about their work.
More details: put it away
School rating:
60 points
Professional score:
80