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Lecturer(s)
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Course content
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Contents: - Position of Advertising in the system of marketing communications. - Theory of communication in the context of advertising - communication process, communication models. - Basic principles of advertising - perception and processing of a marketing message. - Production and development of advertising. - Brief, director's treatment, director's explication and a preparation of shooting. - Development of new advertising trends. - Structure of communication/advertising agencies.
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Learning activities and teaching methods
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Analysis of a presentation
- Participation in classes
- 24 hours per semester
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| prerequisite |
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| Knowledge |
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| The student gets acquainted with setting advertising goals. |
| The student gets acquainted with setting advertising goals. |
| learning outcomes |
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| The student will get acquainted in detail with setting advertising goals, the role of advertising in building a brand, the basic elements of advertising creative strategy (advertising message strategy, advertising appeals, information content, formats and the actual implementation of advertising). |
| The student will get acquainted in detail with setting advertising goals, the role of advertising in building a brand, the basic elements of advertising creative strategy (advertising message strategy, advertising appeals, information content, formats and the actual implementation of advertising). |
| teaching methods |
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| Analysis of a presentation |
| Analysis of a presentation |
| assessment methods |
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| Analysis of a presentation given by the student |
| Analysis of a presentation given by the student |
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Recommended literature
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BALDWIN, Huntley. How to create effective TV commercials.. 2nd ed. Lincolnwood, Ill.: NTC Business Books, 1989. ISBN 978-0844230313.
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FRIED, Jason a David Heinemeier HANSSON. Rework.. New York: Crown Business., 2010. ISBN 978-0307463746.
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OGILVY David. Ogilvy on advertising.. New York: Vintage Books, 1983. ISBN 978-0394729039.
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STEEL Jon. Perfect pitch: the art of selling ideas and winning new business.. Chichester: John Wiley, 2007. ISBN 0471789763.
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TUNGATE Mark. Adland: a global history of advertising.. Second edition. Philadelphia, PA: Kogan Page, 2013. ISBN 978-0749464318.
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YOUNG James Webb. A technique for producing ideas.. New York: McGraw-Hill, 2003. ISBN 0071410945.
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