摘要
在广告学专业中,广告策划是一门实践性非常强的课程。目前,国内各高校广告专业广告策划的教学限于条件,理论教学和实践教学存在较严重的脱节情况。针对这一现状,探讨广告策划案例式教学的由来、优势、基本流程、案例选择、问题设计、模拟实践及实施等问题,试图寻找一条与学生形成良好互动、理论与实践紧密结合的教学途径。
The study of advertisement planning concerns mainly the practical ability of students. But, limited by the conditions, most of universities and colleges in China isolate theory from teaching.For this reason, a solution is ventured to apply theory to practice to inspire the students. The study is done by analysing its reason, advantage, process, selection of instance, problem formulation, reality simulation and its solution.
出处
《株洲工学院学报》
2004年第4期74-76,共3页
Journal of Zhuzhou Institute of Technology
关键词
广告策划
案例教学
问题设计
ads planning
case analysis in teaching
problem formulation
