(해커스)광고학_1~14주 교안

소개글

(해커스)광고학_1~14주 교안에 대한 보고서 자료입니다.

목차

1주차 1차시 광고의 정의 ···································································· 5
1주차 2차시 광고의 기능과 유형 ···················································· 12
2주차 1차시 광고의 역사 ·································································· 20
2주차 2차시 국내 미디어 발달사와 광고산업 ······························ 31
3주차 1차시 커뮤니케이션 모형 및 정보원천 ······························ 44
3주차 2차시 광고 소구방법 ······························································ 52
4주차 1차시 마케팅 환경 ·································································· 64
4주차 2차시 STP 전략 ······································································· 73
5주차 1차시 소비자 반응 모형 1 : 정보처리과정 모형 ············· 87
5주차 2차시 소비자 반응 모형 2 : 태도형성 ‧ 변화모형 ······· 100
6주차 1차시 소비자 의사결정 유형 ·············································· 119
6주차 2차시 소비자 의사결정의 영향요인 ·································· 129
7주차 1차시 광고전략의 개념 및 광고전략 과정 1 ················· 147
7주차 2차시 광고전략 과정2 및 광고집행 과정 ······················· 157
9주차 1차시 IMC의 개념 ································································ 173
9주차 2차시 IMC 도구들 ································································ 189
10주차 1차시 광고 컨셉과 크리에이티브 전략 ························· 209
10주차 2차시 광고 크리에이티브 전략과 모델전략 ················· 227
11주차 1차시 매체 유형 및 특성 ················································· 245
11주차 2차시 매체전략 ··································································· 262
12주차 1차시 광고조사 ··································································· 279
12주차 2차시 광고효과 측정 ························································· 294
13주차 1차시 국제광고 ··································································· 305
13주차 2차시 소매광고 ··································································· 319
14주차 1차시 PR ··············································································· 333
14주차 2차시 판매촉진, 인적판매, 다이렉트 마케팅 ················ 345

본문내용

1. 광고의 정의
1) 광고의 어원
 광고란?
• 廣(넓을 광) + 告(알릴 고)
⇒ 널리 알리는 것
• 라틴어 어원
- Adverter(돌아보게 하다, 주의를 돌리다) + Clamo(부르짖다)
⇒ 반복하여 부르짖음으로써 주의를 끌게 함
• Advertising
- 전반적인 광고활동
• Advertisement
- 특정 광고물
⇒ Advertising은 Advertisement의 상위 개념임
• 일반적으로 사용하는 광고는 대부분 Advertising을 말함
BUT, “TV 광고 중 가장 좋아하는 광고는 무엇인가?”라는 질문에서
‘광고’는 Advertisement 를 말함
2) 다양한 정의
 광고
• 광고주가 청중을 설득하거나 영향력을 미치기 위하여 대중매체를
이용하는 유료의 비대면적인 의사전달 형태를 말함
(출처) 한국 광고학회(1994)
• 광고주를 위해 사람이 직접 개입하지 않으면서 대가를 지불하고
제품, 서비스, 아이디어를 촉진시키고 알리는 것을 목적으로 하는
일체의 모든 형태를 말함

키워드

광고학,   광고학 교안,   해커스 광고학