大数据时代背景下广告策划课程教学内容改革的思考  

Thought on Advertising Planning Teaching Content Reform in the Era of Big Data

作　　者：陈丽[1] 

机构地区：[1]福建师范大学协和学院,福建福州350108

出　　处：《北京城市学院学报》2016年第5期75-79,共5页Journal of Beijing City University

摘　　要：大数据时代背景下,传统的广告营销模式正在发生革命性的变化,广告策划工作的诸多环节也随之发生变化。《广告策划》课程教学内容应该与时俱进地进行补充和调整。本文从广告调查、市场细分、消费者洞察、广告诉求、媒体投放、效果评估等章节入手,提出优化《广告策划》课程教学内容的建议。In the era of big data,the traditional advertising marketing model is undergoing revolutionary changes. Many aspects of the advertising planning work are also being changed and the Advertising Planning course content should be supplemented and adjusted accordingly. Taking chapters including Advertising Survey,Market Segmentation,Consumer Insight,Advertising Appeal,Media Delivery,Effect Evaluation,etc. as examples,the paper proposes some suggestions to improve the Advertising Planning course teaching content.

关 键 词：大数据时代 广告策划 教学内容 改革 

分 类 号：G642.0[文化科学—高等教育学]