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Jingdong book

广告学专业双语教学·复旦博学·广告学系列：广告英语教程

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Jingdong book

广告学专业双语教学·复旦博学·广告学系列：广告英语教程

Name: 广告学专业双语教学·复旦博学·广告学系列：广告英语教程
Brand: Jingdong book
SKU: 3104010111
Price: 23.75 USD
Availability: OutOfStock

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《广告学专业双语教学·复旦博学·广告学系列：广告英语教程》是上海外国语大学新闻传播学院的广告学、英语教学和教学设计三方面专家通力合作的成果，包含16个单元，涉及广告的基本概念、广告营销过程、传播工具、广告调查、广告策划与创意、广告媒体、公共关系、广告管理和国际广告等方面的内容。
在题材和资料的选择上借鉴了国外广告学教材的方法，针对国内广告英语的教学实际进行了具体的设计和安排，通过话题讨论和小组讨论的形式将广告领域的专业知识与英语术语、用法结合起来，旨在提高读者在现实场景中对广告专业英语的综合运用能力，同时配有必要的课后练习、拓展词汇及阅读材料，以延伸课堂教学的视野。
全书内容丰富，体例简练、清晰，具有很强的教学操作性，可供广告学专业进行双语教学和广告行业从业人士参考使用。

Author Description

张祖忻教授，现任上海外国语大学新闻传播学院院长，自1993年起享受国务院政府特殊津贴。1998年获英国威尔士大学教育技术学硕士学位，美国印第安纳大学高级访问学者，美国佛罗里达州立大学高级访问研究学者。主要研究教育传播基本理论、英语教学技术与绩效技术，已出版《教学设计--基本原理与方法》、《美国教育技术的理论及其演变》、《绩效技术概论》等专著和教材，并发表论文40多篇。曾获“上海市高校优秀青年教师”、“宝钢教育基金优秀教师奖”、“上海市劳动模范”、“全国师德先进个人”等荣誉称号。
姜智彬副教授，现任上海外国语大学新闻传播学院广告学系主任。中国广告协会学术委员会委员，中国广告教育研究会理事，中国优秀广告作品IAI年鉴学术界评委，上海市广告公司资质评审委员会委员。主要研究方向：广告传播，城市品牌。
朱晔，上海外国语大学英语语言文学博士，新加坡南洋理工大学和英国利兹大学进修学者。主要研究方向为应用语言学和第二语言习得。在国际国内学术会议、核心期刊发表论文10余篇，主持和参与编写多部教材，主持《申江服务导报》英语学习版和上海热线英语学习网站《快乐英语城》。

Catalogue

Unit 1 The Dimensions of Advertising（广告概述）
Unit 2 The Evolution of Advertising（广告历史）
Unit 3 Advertising & Marketing Process（广告和营销过程）
Unit 4 Marketing Communication Tools（营销传播工具）
Unit 5 Integrated Marketing Communications（整合营销传播）
Unit 6 Advertising Research（广告调查）
Unit 7 Consumer Behavior（消费者行为）
Unit 8 Advertising Strategy & Planning（广告策略与计划）
Unit 9 Creative Strategy（创意策略）
Unit 10 Advertising Execution（广告执行）
Unit 11 Advertising Media（广告媒体）
Unit 12 Public Relations（公共关系）
Unit 13 Advertising Agency（广告公司）
Unit 14 Advertising Ethics（广告伦理）
Unit 15 Advertising Regulation（广告管理）
Unit 16 International Advertising（国际广告）
Reference Answer（参考答案）
Bibliography（主要参考文献）

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