广告学考试重点归纳（Advertisement examination key point induction）.docVIP

广告学考试重点归纳（Advertisement examination key point induction） Key content of advertising Chapter 1 advertising overview P3: the definition of advertising advertising is on pay on the basis of the enterprise information, goods, services or ideas through the media to spread the specific object, can effectively influence the public psychology and behavior, contributing to the overall marketing plan activities. P5 advertising objects: the object of advertising is the public that advertising needs to influence, including the significant consumers and potential consumers. In advertising, public demand should be the guide, based on public psychology, planning to meet the requirements of the public to receive propaganda works, promotional activities, and fundamentally enhance the market impact of advertising activities. P6 advertising categories generally can be divided into two categories: commercial advertising and non-commercial advertising. Commercial advertising is a kind of advertising campaign aimed at profit. Non commercial advertising is not the direct purpose of economic interest, but the advertisement to realize some propaganda target. The third chapter is advertising ethics P44 forms of advertising ethics: (1) false advertising (advertising, advertising content, advertising model, advertising form), (2) News advertisement (typical reports and figures, reported that the enterprise products, consumers use the form of communication reports, news release new products), (3) (comparison of comparative advertising the proper use of advertising can effectively beat the competition, but the comparison advertising is like walking a fine line, the slightest mistake will not only constitute unfair competition, but also may cause the phenomenon of infringement), (4) (5) childrens erotic advertisement, improper advertising, advertising (6), (7) insulting advertisements P60 advertising content: (1) market research and analysis (advertising surveys of business competitors and market