广告策划教学大纲（Advertising planning syllabus）.docVIP

广告策划教学大纲（Advertising planning syllabus） The fourth chapter is advertising planning and integrated marketing communication (4 hours) First, the purpose and requirements of learning Integrated marketing communication is a new concept of integration, and it is a practical operational theory, which can effectively achieve the purpose of advertising communication and product marketing. Through the understanding of the concept, characteristics and connotation of integrated marketing communication, this chapter can open up the vision of advertising planning and make them organically combine, so as to improve the effectiveness of advertising planning. Two, check the knowledge points 1, the concept and characteristics of integrated marketing communication; 2, the connotation of integrated marketing communication; 3, the relationship between advertising planning and integrated marketing communication. Three, teaching requirements 1, from the integrated marketing communication is a new development in the theory of advertising planning; 2, in teaching, do not deviate from the direction of advertising planning, and integrated marketing communication as a supplement to broaden horizons. Four, assessment requirements 1, memory: 11 P integrated marketing communication theory, portfolio theory, 4C theory, database, two-way communication, approximate illiteracy. 2, understand: (1) integrated marketing communications lead to changes in marketing ideas; (2) the main content of integrated marketing communication. 3: application: integrated marketing communication to enhance the effectiveness of advertising planning. Second advertising planning practices The fifth chapter is the market research of advertising planning (2 hours) First, the purpose and requirements of learning Market research provides important premise and scientific basis for advertising planning. Through the study of this chapter, we should make clear the importance of market investigation and analysis to advertising pla