教學內容
以廣告人的思維出發，先介紹廣告的基本概念，繼之以廣告活動的過程與籌辦程序；之後，即進行消費者與產品分析、行銷活動與整合行銷傳播活動等廣告人所應瞭解與具備的基本知識；並迅速進入辦理廣告活動的實質程序，包括廣告活動的策略及企劃、廣告的媒體策略與購買、廣告的創意策略與表現，以及廣告資訊的蒐集與運用的理論與實際，讓學生具備有策劃辦理廣告活動的基本能力；接著，則進一步介紹平面廣告、電子與網路廣告，以及戶外及促銷廣告等各類廣告的現況、創意及製作的藝術與技巧；最後，更以廣告代理商與廣告經營，以及行銷與廣告法規及倫理，來建立正確的廣告人概念。
成績評量：平時成績30%，期中考30%，期末報告40%。
《 課程簡介 -- English 》
Goals: Understanding basic concepts, tools, skills, and strategy applications in this field of advertising。
This course begins with the perspectives of an Ad-man by introducing basic concepts of advertising, firstly, and then, further, introducing the process and procedure of an advertising campaign plan. Later, the course proceeds with issues, which are basic knowledge that should be understand by an ad-man, such as consumer and product analyses, marketing and integrated marketing communication campaigns, etc. Then the executive procedures of an advertising campaign will be discussed, including campaign strategy and planning, media strategy and buying, creative strategy and performance, and the theories and practices of information collection and employment, so that students will learn basic abilities for advertising campaign planning. Furthermore, the course will introduce the state-of-art skill of the creation and production of varied advertising vehicles, such as advertisements, commercials, World Wide Web, out-door advertising, and promotional advertising. Finally, in order to form an ad-man’s correct concepts, the course concludes with topics of advertising agent and management, marketing and advertising regulations and ethics.