广告专业必备基础知识（Basic knowledge of advertising major）.doc

广告专业必备基础知识（Basic knowledge of advertising major） 1. The advertising market research: is the science of using market research method, principle and system to complete the advertising target, for advertising activities required by the relevant information on the process of investigation and study, prior to carry out the advertising campaign is important to research the precondition and foundation, make research is alive for advertising in the process of the check, test and research, the key link to the research is to evaluate the effect of advertising and determination 1. Main content of advertising market research: advertising environment survey, advertising product survey, advertising main business situation survey, advertising audience survey, advertising media survey, advertising effect survey Basic method: 1. The market research about survey method (interview inquiring method, questionnaire method, lien questionnaires method, form survey method) observation survey method, experimental research method, literature analysis method 1. Procedures for advertising market research: determine investigation objectives, formulate investigation plans, conduct field investigation, collate analysis data and prepare investigation reports 1. The psychological process of consumers: cognitive processes (feelings, perception, memory, thinking, imagination, attention), emotional and emotional processes, will processes 1. The need of consumers: the need to respond to the objective needs of the human brain is the most fundamental motivation for human activities, including physical needs and social needs The needs of the first layer for the victory, food such as water, the 2nd is the need of safety, avoid danger and fear, etc., the third layer for the need of love and belonging, social ownership love, etc., the fourth floor to the need of respect, success, such as power reputation at the highest levels of self-actualization needs, knowledge ideals and ambitions 1. Consumer motivation: