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跨国调研活动:不同文化的广告策略比较

发布者:系统管理员发布时间:2009-09-09浏览次数:861

Marketing Assignment :

A Multi-Cultural Comparison of Advertising Strategies

跨国调研活动:不同文化的广告策略比较

1.    The assignment: Comparison of advertising techniques between the three countries concerning a similar or identical product or service.

要求:比较三个国家对相关产品或服务进行广告宣传的技巧

2.    Participating schools: xuzhou Institute of Technology, xuzhou

Ecole Supérieure de Commerce de Saint-Etienne, France

Institut Supérieur de Management de Dakar, Senegal

参加学校:徐州工程学院、法国圣太田高等商学院、塞内加尔达卡高等管理学院

3.    Organization of students: Students will work in groups and correspond by email with just one team in each of the partner schools.

学生组织:学生以组的形式合作,每组含法国、塞内加尔及中国学生 8—10名,每个合作学校是一个小队,各小队以小队的名义向组内合作学校通过email 联系

4.    Products which can be chosen by the groups:  cigarettes,  cars (Peugeot?), condoms, rice, tea,  mobile phones, hotel chains, coffee.

各组可选择的产品:香烟、汽车(标致?)、避孕套、米、茶叶、手机、连锁旅馆、咖啡等

5.    Procedure: Groups will communicate according to their own schedule, according to the availability of internet access and free time. They will have 7 – 10 days to exchange information. 

程序:每组按照各自选定的产品及计划通过互联网进行沟通,各组有7-10天的时间进行信息交流

6.   Subjects to be discussed:

  1. Personal introductions: who are you, what do you study, what would you like to do one day, what do you do in your free time, have you been to each other’s country?
  2. Choose together the product upon which to base your comparison of ad campaigns.
  3. Find out about advertising in the other country in general.
  4. Find out about the ad campaign concerning that product in their country.
  5. Ask the others for their opinion of the ad campaign in their country.

要讨论的话题:自我介绍:你是谁,专业是什么,将来希望做什么,你业余时间都做什么,去过对方国家吗?选择一种产品作为将来你们进行广告比较的话题;了解对方国家广告业的总体情况;了解该产品在对方国家广告宣传的情况;向对方了解他们对该产品在本国广告宣传的看法

7.    Advertising themes to be explored

What is the general strategy of the advertiser? Who is targeted by the advertiser? Which media are used in the campaign? What image is the advertiser trying to convey through this campaign? What is the slogan for this product? What visual, verbal, and sound elements (if any) are used in the advertising? How effective is the current ad campaign? Explain.

要探讨的有关广告的主题:广告的总策略是什么?广告的目标市场是谁?广告使用的是哪一种媒体

通过广告或活动它想传达或树立什么形象?这个产品的口号是什么?广告使用了哪些视觉的、语言的或声响效果(如果有的话)?目前广告效果如何?试解释

8.   Evaluation of the students work:

Students will be evaluated on

  1. A paper of 1000 - 1500 words which analyses the differences between the three advertising campaigns.
  2. A report of 500 to 750 words which analyses the experience of corresponding with people of other cultures.

学生成绩评价:递交一份1000-1500字的论文,分析三国广告宣传的异同;递交一份500-750字的论文,描述与其他国家学生交流的经历及感受.