National Sun Yat-sen University 108Academic year1st Semester Course syllabus
中文名稱 Course name(Chinese)
廣告效果
課號 Course Code
ICM533
英文名稱 Course name(English)
ADVERTISING EFFECTIVENESS
課程類別 Type of the course
講授類
必選修 Required/Selected
選修
系所 Dept./faculty
行銷傳播管理研究所碩士班
授課教師 Instructor
周軒逸
學分 Credit
3
因應嚴重特殊傳染性肺炎(武漢肺炎)，倘若後續需實施遠距授課，授課方式調整如下：
尚未建立傳染性肺炎(武漢肺炎)授課方式調整
因應嚴重特殊傳染性肺炎(武漢肺炎)，倘若後續需實施遠距授課，評分方式調整如下：
尚未建立傳染性肺炎(武漢肺炎)課程評分方式﹝評分標準及比例﹞
課程大綱 Course syllabus
本課程教學大綱已提供完整英文資訊（本選項僅供統計使用，未提供完整英文資訊者，得免勾記）【Provide information of course syllabus in English.(This is for statistical use only. For those who do not provide information of course syllabus in English, do not check this field.)】
形形色色的廣告充斥在我們日常生活之中，看電視、讀報紙/雜誌、街頭漫步、上網、滑手機、玩game、社群平台 ... 無處不廣告，無論是營利性質、非營利/公益/社會行銷性質、甚或選舉行銷等，這些廣告將對閱聽眾產生什麼效果？ 本課程旨在討論與「廣告效果」有關的議題，包括：消費者如何處理廣告訊息 (是否因人、因特質而異?)、廣告效果是什麼、不同類型廣告的溝通效果 (如：遊戲式廣告、性訴求、懷舊訴求、幽默訴求、說故事廣告、綠色廣告、比較式廣告、原生廣告等)、廣告元素的選用與設計 (如：代言人、卡通角色、音樂、色彩、隱喻、圖片等)、廣告所置入的情境效應等。 We are exposed to a variety of advertisements in our daily lives. Watching TV, reading newspapers/magazines, taking walks, surfing the Internet, scrolling through smartphones, playing games, surfing social platforms…We see advertisements everywhere. Whether the advertisements are for-profit or non-profit, for public welfare or for social marketing, or even for political marketing, what are the design considerations behind these advertisements? What effects will the advertisements have on the audience? This course is designed to help graduate students understand some important aspects of advertising research, especially for improving advertising effectiveness. We will discuss: how consumers process ad messages; whether the processing style/mode varies according to an individual’s demographic and psychological characteristics; what advertising effectiveness is; the cognitive, affective, and attitudinal responses of consumers after seeing an ad; the effects of a variety of advertisements; the design, as well as the selection of ad execution elements; and the effects of media context. This course is also designed to help graduate students understand the latest advertising research streams. This course would be especially useful for students who are interested in pursuing a thesis topic in the advertising area; it can help in providing a solid theoretical/practical foundation and offering some insights into advertising research.
課程目標 Objectives
1. 掌握廣告研究領域的發展、經典文章、不敗&新興研究主題，構思有趣的未來研究方向。 2. 嫻熟廣告研究的量化技巧與資料解讀，特別著重於廣告相關實驗將如何規劃與執行 3. 課程中亦將輔以廣告相關研究方法、學術寫作要點之討論；並培養修課同學批判性思考之能力 4. 藉由期末報告之撰寫，構思廣告主題相關研究，或能針對特定廣告研究主題進行深度文獻回顧 * 特別適合欲以廣告、行銷、消費者行為相關主題為論文方向，且從事量化分析的研究生選修 Specifically, this course has the following four objectives: (1) to develop an understanding of the definition, core concepts, scope, perspectives, and popular or trending topics in advertising research, and conceive of an interesting ad research topic by reading and discussing the prescribed textbook and journal papers; (2) to familiarize students with the quantitative techniques and data interpretation of advertising research, with a particular emphasis on how advertising experiments will be designed and implemented; (3) to discuss advertising-related research methods and points of academic writing, besides cultivating critical thinking skills; and (4) to develop a research proposal related to advertising topics, besides familiarizing students with the writing styles of academic theses by writing the term paper, and assisting them in the identification of research streams for future research by conducting an in-depth literature review of a specific topic. This course would be especially suitable for graduate students whose thesis topics are related to advertising, marketing, and consumer behavior, and who engage in quantitative analysis.
授課方式 Teaching methods
老師講授基本概念、廣告實驗法 + 學生導讀與集體討論 The course is mainly composed of: (1) instructor’s lectures on basic concepts of advertising effectiveness and advertising experiment methods; (2) student presentations of the prescribed journal papers; and (3) group discussions.
1.class participation (出缺席、發言表現等)：15% 2.study questions/research ideas/analysis and comment on journal papers：25% 3.in-class presentation on assigned readings：30% 4.final report：30%
參考書/教科書/閱讀文獻 Reference book/ textbook/ documents
〔請遵守智慧財產權觀念，不可非法影印。教師所提供之教材供學生本人自修學習使用,不得散播及做為商業用途〕
No copies for intellectual property rights. Textbooks provided by the instructor used only for self-study, can not broadcast or commercial use
1. Moriarty, Mitchell, & Wells (2019), Advertising & IMC: Principles and Practice (11版), 華泰文化 2. Belch & Belch (2018), Advertising and Promotion: An Integrated Marketing Communications Perspective (11版), 華泰文化 3. 陳尚永 (2016)，廣告學 (10版)，華泰文化。 4. 鄭自隆 (2015)，廣告策略與管理：理論與案例交鋒對話，華泰文化。 5. Arens, W. & Weigold, M. (2017), Contemporary Advertising, 華泰文化 6. Journal of Advertising, Journal of Advertising Research, International Journal of Advertising等SSCI期刊
彈性暨自主學習規劃 Alternative learning periods
本門課程是否有規劃實施學生彈性或自主學習內容（每1學分2小時）
Is any alternative learning periods planned for this course (with each credit corresponding to two hours of activity)?
否：教師需於「每週課程內容及預計進度」填寫18週課程進度（每1學分18小時之正課內容）。 No：The instructor will include an 18-week course plan in the weekly scheduled progress (each credit corresponds to 18 hours of instruction)
是：教師需於「每週課程內容及預計進度」填寫16週課程內容（每1學分16小時之正課內容），並於下列欄位填寫每1學分2小時學生彈性或自主學習內容。 Yes：The instructor will include a 16-week course plan in the weekly scheduled progress (each credit corresponds to 16 hours of instruction);the details of the planned alternative learning periods are provided below (each credit corresponds to two hours of activity).
學生彈性或自主學習活動 Alternative learning periods
勾選或填寫規劃內容 Place a check in the appropriate box or provide details
時數 Number of hours
學生分組實作及討論 Group work and discussion
參與課程相關作業、作品、實驗 Participation in course-related assignments, work, or experiments
參與校內外活動（研習營、工作坊、參訪）或競賽 Participation in on- or off-campus activities (e.g., seminars, workshops, and visits) or competitions
課外閱讀 Extracurricular reading
線上數位教材學習 Learning with online digital learning materials
其他（請填寫規劃內容） Other (please provide details)
每週課程內容及預計進度 Weekly scheduled progress
週次
日期
授課內容及主題
Week
Date
Content and topic
1
2019/09/09~2019/09/15
Introduction (subject to change)
2
2019/09/16~2019/09/22
Advertising Effectiveness
3
2019/09/23~2019/09/29
Advertising Experiments
4
2019/09/30~2019/10/06
How Consumers Process Advertising: Involvement-Driven Models
5
2019/10/07~2019/10/13
Cognitive and Affective Responses to Advertising; Attitude Toward the Ad
6
2019/10/14~2019/10/20
Spokesperson/Endorser; Spokescharacter
7
2019/10/21~2019/10/27
Gender Differences in Ad Responses
8
2019/10/28~2019/11/03
Context Effects
9
2019/11/04~2019/11/10
Midterm Exam (No Class)
10
2019/11/11~2019/11/17
Campaign advertising; public service advertising
11
2019/11/18~2019/11/24
Nostalgia Advertising
12
2019/11/25~2019/12/01
Auditory, Olfactory, and Visual Cues in Advertising
13
2019/12/02~2019/12/08
Narrative Advertising; Taboos in advertising
14
2019/12/09~2019/12/15
Sex Appeals in Advertising
15
2019/12/16~2019/12/22
In-game Advertising/Advergaming; Interstitials
16
2019/12/23~2019/12/29
Other topics (Humor, Fear, Native, Interactive, Online advertising, Social Media Advertising...)
17
2019/12/30~2020/01/05
Term Paper Presentations
18
2020/01/06~2020/01/12
Term Paper Presentations
課業討論時間 Office hours
時段1 Time period 1: 時間 Time：星期四15:00-17:00 地點 Office/Laboratory：管4082 時段2 Time period 2： 時間 Time：星期五13:00-15:00 地點 Office/Laboratory：管4082
系所學生專業能力/全校學生基本素養與核心能力 basic disciplines and core capabilitics of the dcpartment and the university
系所學生專業能力/全校學生基本素養與核心能力 basic disciplines and core capabilities of the department and the university
課堂活動與評量方式 Class activities and evaluation
本課程欲培養之能力與素養 This course enables students to achieve.
紙筆考試或測驗 Test.
課堂討論︵含個案討論︶ Group discussion (case analysis).
個人書面報告、作業、作品、實驗 Indivisual paper report/ assignment/ work or experiment.
群組書面報告、作業、作品、實驗 Group paper report/ assignment/ work or experiment.
個人口頭報告 Indivisual oral presentation.
群組口頭報告 Group oral presentation.
課程規劃之校外參訪及實習 Off-campus visit and intership.
證照/檢定 License.
參與課程規劃之校內外活動及競賽 Participate in off-campus/ on-campus activities and competitions.
課外閱讀 Outside reading.
※系所學生專業能力 Basic disciplines and core capabilities of the department
1具備良好的理解、表達、與溝通能力。 1 With the professional academic knowledge and skills of marketing communication, every students will be equipped with effective analytical and problem-solving ability.
V
V
V
V
V
2.具備行銷傳播學業知識與技能，並有效分析與解決問題。 2. Through two professional knowledge programs of digital marketing and social culture marketing, the students can accomplish future development.
V
V
V
V
V
3.以數位行銷與社會文化行銷之專業成就全方位生涯發展。 3.Developing the most of leadership and team-oriented spirit, our lecture provide internationalisation, digitalisation, and practical skills which are also emphasised on the society.
V
V
4.發揮領導與團隊精神，能與現代社會所強調之「國際化」、「數位化」、「實務化」之專業需求並行。 4. Through two professional knowledge programs of digital marketing and social culture marketing, the students can accomplish future development.
5.具備專業倫理觀念，明瞭對社會作出貢獻是應負之責任。 5.Developing the most of leadership and team-oriented spirit, our lecture provide internationalisation, digitalisation, and practical skills which are also emphasised on the society.
※全校學生基本素養與核心能力 Basic disciplines and core capabilities of the university
1.表達與溝通能力。 1. Articulation and communication skills
V
V
V
V
2.探究與批判思考能力。 2. Inquisitive and critical thinking abilities
V
V
3.終身學習能力。 3. Lifelong learning
4.倫理與社會責任。 4. Ethnics and social responsibility
5.美感品味。 5. Aesthetic appreciation
6.創造力。 6. Creativity
7.全球視野。 7. Global perspective
8.合作與領導能力。 8. Team work and leadership
9.山海胸襟與自然情懷。 9. Broad-mindedness and the embrace of nature