摘要
广告比稿是广告主选择广告公司及广告公司获取业务的重要方式。市场营销专业的广告学课程,应使学生具备从企业角度判断广告提案是否适合企业所需的能力,以及从广告公司角度做出能解决企业现实问题的广告提案的能力。广告学的实践教学采用比稿模拟的形式,有利于学生促进学生全面掌握广告学理论,也更符合市场营销专业的培养目标。
Competitive presentation is an important way for advertisers to choose the advertising agency and for advertising agency to get business.The teaching of the advertising in marketing major should make the students have the ability to judge whether the competitive presentation fit the company,and the ability to make an advertising presentation that can solve practical problems.Competitive presentation can be a good form for practical teaching of advertising,which can promote students to grasp the comprehensive advertising theories,and consistent with the marketing major＇s training objectives better.
出处
《江苏商论》
2012年第3期72-74,共3页
Jiangsu Commercial Forum
关键词
广告学
比稿
教改
Advertising
Competitive presentation
Educational reform
