News and Communication —— The Research Object and Method of Advertising

Learn a little news communication every day.

Research objects and methods of advertising

1. Nature: Advertising is a comprehensive and independent social discipline developed on the basis of many marginal disciplines. The essence of advertising is not economy, but extensive information transmission. Advertising is actually doing three things: spreading a message, providing a service and propagating an idea.

2. Research object: The emergence and development of advertising activities and undertakings can be divided into theoretical advertising, historical advertising and applied advertising.

3. Research methods: (1) Combining theory with practice (2) Using case analysis (3) Using comparison method.

advertising environment

1, the concept of advertising environment: advertising environment generally consists of two levels-advertising communication environment and general social environment. (1) Advertising communication environment: It consists of communication system, media, advertising industry, advertisers, competitors and competitive brands. (2) General social environment: composed of economic, political, social, cultural and legal factors. The general social environment plays a greater role, which not only fundamentally determines the communication environment of advertisements, but also directly affects the survival and development of advertisements.

2. China advertising environment: The development of China advertising market is obviously restricted by the macroeconomic environment. Among them, the factors affecting the advertising market mainly include: national development environment, international political environment, national economic environment, national policy environment and so on.

Learn a little news communication every day.

Be careful not to get lost.

My name is Cleisthenes, and I am a student majoring in journalism and communication.