本課程介紹廣告製作的基本原理,包括:廣告策略、創意策略、媒體策略、消費者行為分析及廣告效果的調查與研究等等,並讓學生認識廣告公司各部門的職務內容,並且進行構思不同案例的廣告企劃,實際練習廣告製作與提案技巧;收集各國傑出廣告個案,分析歐、美、日、台得獎廣告或成功創造銷售的重要元素,為愈從事廣告業的學生的入門課程
《 課程簡介 -- English 》
This course introduces the basic principles of advertising production, including: advertising strategy, creative strategy, media strategy, consumer behavior analysis, investigation and research of advertising effects, etc. It also allows students to understand the job content of each department of the advertising company and to conceive different ideas. Case-based advertising planning, practical practice of advertising production and proposal skills; collection of outstanding advertising cases from various countries, analysis of award-winning advertisements in Europe, the United States, Japan and Taiwan or important elements of successful sales creation, an introductory course for students engaged in the advertising industry
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