Advertising thesis opening report

Thesis opening report for advertising major

The grounding of the university life is coming to an end, everyone is doing the graduation design seriously, and we have to write the opening report before we do the graduation design, how do we go to write the opening report? The following is my collection of thesis opening report for advertising, only for reference, welcome to read.

Thesis opening report for thesis in advertising Part 1

1. Background and purpose of the thesis research

China and South Korea have a very close relationship both historically and geographically. Geographically, the two countries are also very close to each other. For a long time, both sides have also influenced each other in different fields such as economy, society and academics. But despite the close ties, the two countries, both belonging to the Eastern cultural circle, have experienced two different ways and processes of modernization, and thus the cultural differences are obvious and certain to exist. xx December, China joined the WTO, the world economic pattern has changed significantly, the world market is more and more open.

For global brands, the Chinese market is not to be underestimated in view of its strong purchasing power and rapidly developing economic strength. Although Korea is in the middle of the geographical location of China and Japan, and from ancient times, Confucianism, Chinese characters and Buddhist culture have been influenced by China, but after the modernization, globalization accelerated, Korea's developed education system, as well as the development of the it industry as a high value-added industries, Korea has gradually become a very important part of the world market. These two very important but culturally different target markets must be a priority for global brands in their internationalization strategy, because the process of global brands producing international advertisements and placing advertisements in their target markets is a process of very close contact with consumers, so how to make consumers from two different cultures how to be used is a question worth thinking about.

After China's accession to the WTO, the threshold for foreign brands to enter China has been lowered, and the advancement of technology and media has increased consumers' access to foreign cultures and their ability to capture information about products, but the existence of cultural differences still has a significant impact on the effectiveness of advertising. Thus, despite globalization, global brands still face many difficulties in their advertising campaigns. Nowadays, the share of global brands in the Chinese market is largely a measure of their position in the world market. So many global brands have built their own factories in China because they want to seize the market and get a head start. The Korean market is smaller than the Chinese market, but Korean consumers are very sensitive to the emergence of new products and technological changes, and Korean consumers are very strict and objective in their judgment of products, and consumer feedback on products is also very timely, so the chances of success of a new product may be measured largely by the success or failure of the Korean market. Therefore, the success of a new product may be largely measured by the success or failure of the Korean market. As a result, many brands tend to establish R&D centers in Korea.

In summary, both the Chinese and Korean markets are very important in the world marketplace, so global brands must pay close attention to the receptiveness of consumers in both markets if they are to run effective international advertising campaigns.

2. Background

Nowadays, the marketing activities of enterprises are gradually becoming globalized, so advertising is also gradually internationalized. Every year, more and more world brands want to get a share of the market in the two countries, the global brand market strategy is also more and more active, advertising as a powerful tool for market promotion, international advertising is getting more and more attention. The advancement of transportation and information and communication technology has brought countries closer together geographically, and trade and intercultural exchanges between countries have gradually become closer. The diversification of media enables consumers to have access to more diversified advertising information, especially the development of the Internet has changed the media environment in which consumers live, firstly, it enables them to actively collect information about related products, and secondly, it makes them have wider contact with foreign cultures, and improves their adaptability and integration. These two aspects of the global brand marketing strategy plays a very important impact, that is, the need to consider more from the perspective of the consumer, for the global brand advertising strategy, is the need to fully meet the consumer's desire.

Overall, the globalization of the marketplace and the increased interaction between consumers and corporations has led to the need for better ways of communicating messages between advertisers and consumers.

In the international marketplace, international advertising is becoming a very important tool to ensure better interaction between consumers and businesses. International advertising is defined as the advertising of products produced by globally recognized brands that are sold in various countries around the world in order to increase sales, and it includes both local global advertising and multinational advertising.

The ultimate goal of international advertising is to create the same perception of a global brand among consumers in different countries, so that consumers can be effectively managed. However, this is not easy to achieve because consumers in different target countries have different cultural characteristics or dimensions, and therefore multinational generic advertising is declining and more culturally specific advertising is necessary. In view of this, an international advertising strategy must be a long-term process, and understanding different cultures, values and environments and the receptiveness of consumers is the most important task at hand. Analyzing international advertising as it exists today is an important step in creating more effective international advertising, i.e. analyzing what works and what doesn't work in today's popular international advertisements, and laying the groundwork for more progressive and efficient international advertising.

The message of an advertisement is divided into verbal and non-verbal, and is influenced by its cultural counterpart. In addition, the market environment is also determined by local cultural factors as it is in a larger cultural context, therefore, the production of advertisements needs to take into account the differences in the market environment and therefore the differences in cultural characteristics.

Verbal advertising needs to play two roles, one is to convey information to consumers, and the other is to form a corresponding brand in the minds of consumers. Non-verbal (verbal) advertising is the use of the overall atmosphere of the advertisement, advertising models and the shape of the product packaging to express. This is different from verbal (verbal) advertising, which uses words to express information. Therefore, there are certain restrictions on verbal (verbal) advertising internationally, because the use of different languages such as French, Spanish, Chinese, English, Japanese and Korean may misrepresent the value of the advertisement and the message to be conveyed.

However, international advertising endeavors to convey a consistent product message and brand image despite the differences in writing, values, and languages of different countries. In this view, the relationship between advertising and culture has been confirmed and studied by many people, and the research in this area is more involved in the United States and European scholars. Therefore, the research on the comparison of cultural differences between the East and the West centered on the cultural values of Western countries has been developed to some extent. The best known of the cross-cultural research results is the cultural dimension theory of hofstede and trompenaar. The necessity of adopting this theory to analyze international advertising also increased, and from this time on, the combination of international advertising strategies and the analysis of cultural dimensions in different countries came into being. However, according to the data from the China and Korea International Advertising Research Database, there are very few cross-cultural international advertising studies between China and Korea in advertising research, and there are more cross-cultural advertising studies comparing East and West, especially fewer comparative international advertising studies utilizing cross-cultural theories, and more of them are from East and West as well. The Chinese and Korean markets are very important markets for global brands, and the cultural characteristics of the entire East Asian cultural circle is also new, with the frequent economic exchanges between the two countries and the increase in the volume of trade.

Advertising is a bridge that ensures communication between companies and consumers, with the aim of selling products. There are many reasons for consumers to decide to buy, and there are many variables other than the advertisement itself. With the wide range and popularity of modern forms of media and the gradual increase in the amount of media consumers are exposed to, and the gradual increase in the ability of modern media to convey information, advertising is still the main means by which a company can win over more consumers. However, the function of advertisement is not only to sell products and services, take TV advertisement as an example, nowadays TV advertisement has become a part of people's life, in addition to consuming the information of products, the cultural characteristics existed in the society will also be shown, so these advertisements, in addition to the economic function, the function of reflecting the cultural factors has also become a part of advertisements, that is to say, advertisements have a kind of social communication function. In other words, advertising has a social communication function. And among the many elements of society the one that plays the strongest role is the element of cultural values.

3. Purpose of the study

In fact, there are two opinions about the cultural function of advertisement, one of them is reflection and the other is creation, but another opinion is that advertisement is not a mere reflection or creation, but a combination of both. Advertisements must consider cultural values for better results, because each of us consumers must react to cultural values when we come into contact with advertisements. Considering this situation, the object of this study is to comparatively study online advertisements in China and South Korea from the point of view of cultural differences, and it is used to get the following research purposes.

First, through empirical research, it is concluded that there are socio-cultural differences in Chinese and Korean online advertisements.

Second, to analyze the characteristics and points of difference between Chinese and Korean online advertisements in terms of performance strategies, so as to provide strategic guidance for the standardization and localization departments of brand companies.

Therefore, this study is to recognize that culture has a great influence on international advertising campaigns, and to cut into the international advertising in China and Korea from a cross-cultural perspective. xx In the year of xx, among the world's 100 global brand alternative brands, there were 16 brands that placed online advertisements in both Korea and China, and thus, based on the 161 international advertisements made by these 16 companies to analyze the international advertisements in the two countries. message and performance strategies, and thus draw conclusions on how to enhance the applicability of international advertising in both countries in the future.

Advertising Thesis Opening Report Part 2

1, the significance of the project

Team building as the name suggests is to get the whole, maintain the whole, and drive the development of an enterprise forward. Team building focuses on the core objectives of the team, the team's management mechanism, the team's spirit." Team performance is greater than the sum of individual performance" - this is the fundamental interest of team building. The construction of a good team will also play an extremely effective role in the implementation of the company's decision-making, project development, corporate image, resource integration, company efficiency and management behavior. Advertising agency business team building and its particularity, it not only has a "collaborative" team has the role of cooperation, at the same time, it also attaches great importance to the team's individual personality to play. Construction of a good advertising business team will help advertising company efficiency greatly improved, has a very important significance.

2, the current state of research at home and abroad, and the existing problems

With the continuous development of China's advertising industry, the competition between the advertisement is also more and more intense. Broadly speaking, the competition for services is essentially a competition for intangible products. But the ultimate sense of competition is human competition, human competition is a higher level, higher grade competition. Fuzhou advertising company after several years of development, from the operation of a single business, departmental setup is relatively simple, the management system is relatively simple enterprise, the development of the current advertising business diversification, departmental setup is more complete, the management system is more standardized company.

At present, according to the current advertising company's information shows that most of the following problems:

(a) traditional business ideas and weak development of consciousness hindered the development of advertising companies in Fuzhou area business team building.

(b) Fuzhou region, a large number of advertising professionals lack of obstacles to the advertising agency's business team building.

(c) The lack of effective industry management and regulation has had a serious negative impact on the development of the advertising industry in Fuzhou, destroying the general environment of business team building for advertising agencies in Fuzhou.

3, the content of the study

3.1 Relevant theories of team building

This project is mainly based on a specific advertising agency as an example, to examine and analyze the development of its quest, the team building aspects of the specific problems faced by the team construction, team building, as the name implies, is to get the whole, to maintain the whole, to drive the development of a company's Team building, as the name suggests, is to improve the whole, maintain the whole, and drive an enterprise forward. Team building focuses on the core objectives of the team, the team's management mechanism, the team's spirit." Team performance is greater than the sum of individual performance" - this is the fundamental interest of team building.

3.2 Fuzhou regional advertising agency business team construction status

The construction of the business team is an important management work for the development of the advertising agency, it is the key to the implementation of the advertising agency's specific tasks and the realization of business objectives. Fuzhou advertising company's business is developing in a more diversified direction, mainly in the diversification of business projects, business services and diversification of business scope. With the development and growth of advertising industry in Fuzhou, the business team construction of advertising agencies in Fuzhou has put forward higher requirements

3.3 Problems in the business team construction of advertising agencies in Fuzhou

The advertising agencies in Fuzhou have faced many problems in the business team construction, and it has become a problem that most of them need to be solved urgently. The solution to the business team building will be directly related to the development of advertising agencies in Fuzhou.

4, the main measures to improve the construction of the advertising agency business team

Adjustment of business ideas, the construction of efficient business team is the key to the development of the advertising industry. The construction of the business team, the most critical is to strengthen the Fuzhou region advertising talent "development, attraction and retention". The establishment of a good regional environment for the development of the industry, should establish a sound regulatory system and increase the industry market macro-control efforts to effectively manage and regulate.

5, research objectives

Through the study of this topic, and strive to initially establish a scientific and reasonable, advertising industry team building. For peers to build a new business strategy ideas, the realization of the strategic integration of human resources research in the advertising industry can flourish and can be applied in practice and innovation.

3. Key issues to be resolved

3.1. Through the status quo of the actual advertising industry team building, analyze the problems existing in its actual operation, and put forward the corresponding solution to the practical human resources strategy integration methods and the construction of new team building.

3.2. To solve its advertising industry in a particular environment in accordance with the general environment of the regional industry development to establish a sound regulatory system and increase the macro-control of the industry market to effectively manage and regulate.

Advertising Thesis Opening Report Part 3

This topic studies the development of rural wall advertising in China, focusing on the development history of rural wall advertising in China, the characteristics of rural wall advertising, the advantages and constraints of rural wall advertising, as well as the challenges and opportunities that rural wall advertising will face in the future, and provides a detailed and comprehensive explanation of rural wall advertising in China. By analyzing the problems in the production, release and maintenance of rural wall advertisements, putting forward relevant countermeasures and suggestions, and analyzing the opportunities for the development of rural wall advertisements under the historical conditions of the current rapid development of China's rural economy and the increase in farmers' income, but not to the point of being very affluent, it is believed that it can provide a more standardized and more effective wall advertisements for wall advertisement companies, and bring fresh vitality to China's rural markets by carrying out effective marketing campaigns for the development of the rural markets for the companies. It is believed to provide a scientific basis for wall advertising companies to produce more standardized and effective wall advertisements, and for enterprises to carry out effective marketing activities in developing rural markets, thus bringing fresh vitality to the Chinese rural market.

First, the purpose and significance of the study

With the rapid development of China's rural areas, the increase in economic income makes the rural residents of a variety of production of daily necessities of the purchasing power and increasing demand. Compared with the increasingly fierce red ocean market in urban areas, China's rural market with more than 900 million farmers has become a blue ocean market that attracts more and more enterprises to enter. The challenge is how to open up the rural market, which has huge potential, and how to attract rural residents to buy products. Advertising! In this information age, advertising has become the most direct and convenient means of attracting attention and inducing consumers to buy, and it is the first choice for many companies to carry out marketing activities.

So, which medium or combination of mediums to choose from among the many to "hit" the target audience? By the current rural economy is still not very developed and China's vast countryside has a strong regional influence, rural consumers show a lower cultural quality, relatively low level of consumption, buying preferences are more fixed, strong herd mentality and other characteristics of television, radio, newspapers, magazines, networks, outdoor carriers, and other media in the rural advertising and publicity and can not show a strong advantage. Wall advertising has become a medium that advertisers need to consider when advertising in rural areas due to its simple form, low production costs, wide range of communication, integration into local life, and strong relevance.

Although wall advertisements have a long history of development in China, rural wall advertisements have not been able to fulfill their role in commercial information propaganda for a long time due to the influence of China's political economy. The new birth of wall advertising is accompanied by the development of China's rural economy. This paper traces the development of Chinese rural wall advertisements in different historical stages by tracing the development of Chinese rural wall advertisements, studying the characteristics of Chinese rural wall advertisements in different periods, summarizing the changes of wall advertisements in terms of publicity center of gravity, publicity style, publicity form and publicity product content, and finding constraints and maintenance factors of rural wall advertisements in terms of location selection, advertisement production, material selection, quality monitoring and maintenance, and so on. Constraining factors in rural wall advertising in the choice of location, advertising production, material selection, quality control and maintenance and put forward countermeasures; by analyzing the situation of today's wall advertising industry, put forward the domestic many large and small wall advertising companies are facing the integration of resources, information communication, industry norms of the dilemma; through the introduction of the new wall advertising production technology - the emergence of the wall advertising spray-painting film, the first Chinese wall advertising industry, the convening of the marketing forum and the national economic development and development of China's wall advertising industry. Marketing Forum, as well as national economic development, "home appliances to the countryside", "automobile to the countryside" and other national policies, put forward China's rural wall advertising development opportunities. These will provide valuable reference for enterprises to quickly open the rural market and reference.

Second, the current status of the research, content and methodology

(a) The current status of the research

The study of China's rural wall advertising mainly began in the earliest academic circles, and then there are also some companies specializing in the wall of the wall advertisement to make a simple analysis of wall advertisement, the direction of these studies is mainly focused on the meaning and characteristics of the wall advertisement in rural China. These research directions mainly focus on the meaning and characteristics of wall advertising in rural China, the historical changes of wall advertising in rural China, the main problems of wall advertising at the current stage, and make their own analysis of the prospects of wall advertising in rural China.1 Research on the concept of wall advertising Zhang Rui, Kang Chuying, and Li Xiang have made explanations in terms of the concept of wall advertising. For example, Kang Chuying believes that the paper published penguin number 1760405151 wall advertising refers to the set in the suburbs, the countryside, along the highway, along the railroad, national highways, provincial highways, townships on both sides of the highway in a prominent position, with advertising materials will be advertisement text and pictures drawn on the civilian house, civilian wall, factory wall, or directly to the airbrush picture on the wall, in order to achieve the purpose of its advertisement in a variety of forms of advertising.

2 Research on the development history of wall advertising

Zhao Chen, Wang Yunping, Yang Yi and others have made their own understanding of the history of wall advertising. For example, Zhao Chen sorted out the wall advertisements from the Qing Dynasty period to the 1920s, while Wang Yunping mainly studied the wall advertisements in China from the founding of New China in 1949 to 1979 before the reform and opening up.

Kang Chuying and Rodan put forward the main problems of wall advertisements at this stage. For example, Luo Dan believes that the problems in the production and management of wall advertisements are:

(1) Rough production and uneven level. There are a considerable number of outdoor wall advertisements are still in the state of rough production and low level. Such as advertising words are not fluent, font is not standardized, the wall is not neat, the color collocation is unreasonable and even the appearance of misspelled words and national laws and civilizations prohibit advertising walls set outdoor walls and other phenomena, contrary to the principle of aesthetics and art in communication.

(2) insufficient knowledge, sloppy management. Due to the wall advertising production is simple, low cost, industry awareness of the wall advertising does not have a unified enough understanding, so that its free development has formed a pattern of sloppy management, but also some of the negative and negative impacts brought about by this.

3 Research on the design of wall advertising

Rodan believes that we should make full use of CIS theory to plan creativity. The release of outdoor wall advertising production is not just a simple advertising behavior, but refers to the full and effective use of CIS in the basic elements such as corporate name, corporate logo, corporate trademarks, corporate special fonts, corporate combination of fonts, corporate standard colors, unified advertising words, etc., the enterprise's business philosophy and the spirit of the culture of the organic blend of them, in order to establish a distinctive and unique corporate image of individuality The company's business philosophy and cultural spirit will be organically integrated into the company to create a distinctive and unique image of the company, and to achieve the ultimate goal of expanding the sales, visibility and reputation of the company.

Phil Barnhart pointed out in his article "Creating a New Trademark": trademark design is an important manifestation of the business, a great trademark design can attract potential consumers, but also on the business of the enterprise's "first impression", great trademark design can bring consumers to the enterprise's loyalty and business reputation, and most importantly, the trademark design can bring consumers to the enterprise's loyalty and business reputation. A great logo design can lead to consumer loyalty and business credibility, and most importantly, it can differentiate itself from other businesses.

Bharat Bista did point out that colors have a psychological impact, and while they are a natural property of the eye, they are a chemical reaction of the mind. Color creates perception through the pupil.

Advertisements should be designed to attract the attention of consumers by using their colors. Such as in the same gray rural wall suddenly appeared a piece of red or blue wall advertising, will attract the attention of rural residents and attention.

4 Research on the development prospects of wall advertising

For the development prospects of wall advertising in rural areas, researchers have put forward their own views, some believe that the television medium is currently the most popular mass media in rural areas, with the development of rural economy, the Internet has also begun to come into the farmhouse, the wall ads can be used as a secondary publicity medium.

Yang Wing that, in the increasingly developed information today, wall advertising in rural areas still have a market. Because in the short term, China's urban-rural dual social structure will not change, the wall is still relatively economically backward, relatively weak infrastructure in rural areas of the main medium of outdoor advertising, full of local flavor, with local characteristics, vivid image, easy to understand and easy to remember the wall ads will still be able to attract the rural people's eyeballs. The predictable wall advertisement will develop further in the direction of more standardized, more harmonious, more colorful and more humanistic, and will make greater contribution to the construction of new socialist countryside in China. With the progress of the times and the deepening of rural socio-economic development, the farther future, the wall will be gradually replaced by other better outdoor media (such as billboards, etc.), at that time, the wall advertisement has completed its historical mission and can be withdrawn from the stage of history.

(2) The content of the research

The object of this research is wall advertising in rural China. The basic content of the research includes the concept of wall advertising, the history and development of wall advertising in China, the advantages and limitations of wall advertising in rural China, and the future of wall advertising in rural China.

1. The concept of wall advertising

This part is mainly about the meaning and characteristics of wall advertising.

In this topic, wall advertising is limited to such a special environment in rural China, wall advertising in rural China is defined as: in provincial roads, national highways, railroads, highways, suburbs, countryside along the road and other places on the eye-catching walls, especially in rural residential walls, with special materials painted with advertising and publicity significance of a variety of words or patterns of a form of communication. The form of dissemination.

In this project, wall advertising is characterized by simple form, low cost, wide range of communication and high access rate, and can be integrated into local life.

2. The history and development of wall advertising in China This part is mainly about the development and reasons for the development of wall advertising in rural areas in the Qing Dynasty, the Republic of China, the modern and contemporary times, and elaborates on the specific changes in contemporary rural wall advertising.

3. Advantages and limitations of rural wall advertising in China

This part elaborates on the advantages of rural wall advertising in China, such as a superior media environment in rural areas, a strong targeting and limitations of rural wall advertising in China, such as limitations in the process of production of wall advertisements and limitations in the process of publishing wall advertisements.

4. The Future of Wall Advertising in Rural China

This section describes the challenges faced by rural wall advertising in China, such as the lack of effective regulation, statistics, monitoring and maintenance, as well as challenges from within the wall advertising industry, but also specifically describes the opportunities faced by rural wall advertising in China, such as wall advertising production technology, internal adjustments in the wall advertising industry and the rural market.

(III) Methods of the research

The methods used in this research include empirical analysis, literature research, comparative method and statistical method.

1. Empirical analysis methods: including theoretical and practical evidence, combined with practice to collect, organize, summarize and summarize a large number of materials, make full use of the Internet, newspapers, magazines and other sources of information in a timely manner to grasp the relevant latest research developments, in order to write a good thesis to lay a solid foundation.

2. Literature research method: according to the research topic, through the investigation of a large number of literature to obtain information, so as to comprehensively and correctly set out the understanding of the meaning of the rural wall advertising and the development of China's wall advertising history.

3. Comparative method: In introducing the superiority of rural wall advertisements, the traditional media and rural wall advertisements are compared, and the comparative method is used to analyze the unique advantages of rural wall advertisements in rural advertising.

4. Statistical method: For the various data collected, the statistical method is used, the list represents, and strive to be concise and clear.

III. Expected results and innovations of the research

(I) Expected results of the research

The research of this topic is the development of China's rural wall advertisements, focusing on the development history of China's rural wall advertisements, the characteristics of the rural wall advertisements, the advantages and constraints of rural wall advertisements as well as the challenges and opportunities that rural wall advertisements will face in the future, and a detailed analysis of the development process of Chinese rural wall advertisements is carried out. A detailed and comprehensive explanation of rural wall advertising is given. By analyzing the problems in the production, release and maintenance of rural wall advertisements, putting forward relevant countermeasures and suggestions, and analyzing the opportunities for the development of rural wall advertisements under the historical conditions of the current rapid development of China's rural economy and the increase in farmers' income, but not to the point of being very affluent, it is believed that it can provide a more standardized and more effective wall advertisements for wall advertisement companies, and bring fresh vitality to China's rural markets by carrying out effective marketing campaigns for enterprises to open up the rural markets, and thus bring fresh vitality to China's rural markets. It is believed to provide a scientific basis for wall advertising companies to produce more standardized and effective wall advertisements, for enterprises to carry out effective marketing activities in developing rural markets, and for enterprises to bring fresh vitality to the Chinese rural market.

(B) the subject of research innovation points of this research in the summary of the previous experience on the basis of the summary, and put forward their own views. The historical development of Chinese rural wall advertisements has been combed in detail, summarizing the advantages and shortcomings of wall advertisements in the development, making the development of Chinese rural wall advertisements in various periods clearer.

On this basis, this research also focuses on the current situation of rural wall advertising, combining communication, aesthetics, consumer psychology and other disciplines to put forward targeted recommendations for the design of rural wall advertising, to provide theoretical reference for designers to clarify the historical role of wall advertising and create more contemporary wall advertising.

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