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Lecturer(s)
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Vorlová Růžena, Ing. PhD.
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Course content
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1. Introduction, basic concepts. 2. Communication process, models of mkt communication, corporate identity, logo. 3. Media - types, possibilities and prices of advertising, metrics, effectiveness, related concepts (television). 4. Media - types, opportunities and prices of advertising, metrics, effectiveness, related concepts (radio). 5. Media - types, options and prices of advertising, metrics, effectiveness, related concepts (print and magazines). 6. Media - types, options and prices of advertising, metrics, effectiveness, related concepts (OOH). 7. Media - types, options and prices of advertising, metrics, effectiveness, related concepts (Internet). 8. Media - types, options and prices of advertising, metrics, effectiveness, related concepts (mobile, other). 9. Media campaign plan (structure, content, relationship to marketing and communications plan), media and implementation plan. 10. Timing and effectiveness of the media campaign plan and individual media channels. 11. Sample seminar paper. 12. Advertising agencies. 13. Legislation: Advertising Regulation Act and advertising related laws.
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Learning activities and teaching methods
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Lecturing, Monologic (Exposition, lecture, briefing), Dialogic (Discussion, conversation, brainstorming), Training in motion and work skills, Activating (Simulation, games, dramatization)
- Participation in classes
- 10 hours per semester
- Home preparation for classes
- 32 hours per semester
- Term paper
- 48 hours per semester
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| prerequisite |
|---|
| Knowledge |
|---|
| Předpoklady nejsou stanoveny. |
| Předpoklady nejsou stanoveny. |
| learning outcomes |
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| knows basic media terminology - can define individual terms |
| knows basic media terminology - can define individual terms |
| knows the basic media indicators for each media |
| knows the basic media indicators for each media |
| understands basic advertising prices in each media |
| understands basic advertising prices in each media |
| correctly understands the effectiveness of individual media and can formulate suggestions on how to evaluate it |
| correctly understands the effectiveness of individual media and can formulate suggestions on how to evaluate it |
| knows the basic legal limits of advertising in the Czech Republic |
| knows the basic legal limits of advertising in the Czech Republic |
| Skills |
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| can create a basic media plan for a small project |
| can create a basic media plan for a small project |
| can correctly define the objectives and target groups of a campaign (personas) |
| can correctly define the objectives and target groups of a campaign (personas) |
| can set a logical and feasible timetable, an economically acceptable and adequate budget |
| can set a logical and feasible timetable, an economically acceptable and adequate budget |
| can set a logical and feasible timetable, an economically acceptable and adequate budget |
| can set a logical and feasible timetable, an economically acceptable and adequate budget |
| can formulate links and connections with other parts of the communication mix |
| can formulate links and connections with other parts of the communication mix |
| teaching methods |
|---|
| Knowledge |
|---|
| Monologic (Exposition, lecture, briefing) |
| Lecturing |
| Lecturing |
| Activating (Simulation, games, dramatization) |
| Activating (Simulation, games, dramatization) |
| Training in motion and work skills |
| Training in motion and work skills |
| Monologic (Exposition, lecture, briefing) |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
|---|
| Essay |
| Essay |
| Analysis of the student's performance |
| Analysis of the student's performance |
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Recommended literature
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Legislativa: Zákon č. 40/1995 Sb. o regulaci reklamy (v aktuálním znění), Autorský zákon, Zákon o provozování rozhlasového a televizního vysílání, Zákon o ČT, Zákon o Českém rozhlase, Tiskový zákon.
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Marketing na Facebooku ? Newsfeed. Online, 2023.
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MediaGuru. Online, 2023.
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Mediář. Online, 2023.
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JURÁŠKOVÁ, Olga a Pavel HORŇÁK. Velký slovník marketingových komunikací. Praha, 2012. ISBN 978-80-247-4354-7.
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KARLÍČEK, Miroslav. Jak na marketingovou komunikaci. Praha: Grada, 2023. ISBN 978-80-271-5013-7.
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KŘEČEK, Jan; NEČAS, Vlastimil; VODOCHODSKÝ, Ivan a MIESSLER, Jan. Vyváženost ve vysílání. Praha: Grada, 2022. ISBN 978-80-271-3477-9.
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MCCOMBS, Maxwell E. a VALENZUELA, Sebastián. Setting the agenda: the news media and public opinion. Cambridge: Polity, 2021. ISBN 978-1-5095-3579-8.
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Vorlová, Růžena. Marketingové komunikace. Zlín, 2014. ISBN 978-80-7454-374-6.
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Vorlová, Růžena. Reklama. UTB ve Zlíně, 2014. ISBN 978-80-7454-374-6.
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