|
Lecturer(s)
|
-
Banyar Milan, doc. PhDr. Ph.D.
|
|
Course content
|
1.-2. The position of advertising in the marketing communication system, definition of the term. 3.-4. Communication theory in the context of advertising ? communication process, communication models. 5. Basic principles of advertising. 6. Structure of a communication/advertising agency. 7. Classification of communication/advertising agencies. 8. Agency workflow. 9. Brief and its requirements. 10.-11. Creative advertising strategies. 12. Advertising appeal, advertising format. 13. Trends in advertising.
|
|
Learning activities and teaching methods
|
- Preparation for examination
- 57 hours per semester
- Participation in classes
- 12 hours per semester
- Home preparation for classes
- 56 hours per semester
|
| prerequisite |
|---|
| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
|---|
| describe the position of advertising in the marketing communications system |
| describe the position of advertising in the marketing communications system |
| define the principles of how advertising works |
| define the principles of how advertising works |
| describe the structure of the communication agency |
| describe the structure of the communication agency |
| explain the agency's contract process |
| explain the agency's contract process |
| define advertising creative strategies |
| define advertising creative strategies |
| Skills |
|---|
| reflect advertising in the marketing communications system |
| reflect advertising in the marketing communications system |
| set the goals of the advertising campaign |
| set the goals of the advertising campaign |
| develop a creative brief |
| develop a creative brief |
| establish a communication strategy |
| establish a communication strategy |
| create a creative design for an advertising campaign |
| create a creative design for an advertising campaign |
| teaching methods |
|---|
| Knowledge |
|---|
| Lecturing |
| Lecturing |
| Skills |
|---|
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
|---|
| Knowledge |
|---|
| Preparation of a presentation |
| Preparation of a presentation |
| Written examination |
| Written examination |
|
Recommended literature
|
-
BELCH, George E. a BELCH, Michael A. Advertising and promotion: an integrated marketing communications perspective. New York, NY: McGraw-Hill Education, 2021. ISBN 978-1-260-57099-1.
-
Clow, Kenneth, E., Baack, D. Relama, propagace a marketingová komunikace. Computer press Praha, 2008. ISBN 978-80-251-1769-9.
-
HORŇÁK, Pavel. Reklama: teoreticko-historické aspekty reklamy a marketingovej komunikácie. Zlín: VeRBum, 2018. ISBN 978-80-87500-94-1.
-
MOGAJI, Emmanuel. Introduction to advertising: understanding and managing the advertising process. London: Routledge, Taylor & Francis Group, 2021. ISBN 978-0-367-44199-9.
-
Pricken, Mario. Creative advertising : ideas and techniques from the world's best campaigns. New ed., rev. and updated. New York : Thames & Hudson, 2008. ISBN 978-0-500-28733-0.
-
VYSEKALOVÁ, J. Psychologie reklamy. Praha, 2023. ISBN 978-80-271-3654-4.
-
VYSEKALOVÁ, Jitka a MIKEŠ, Jiří. Reklama, jak dělat reklamu. Praha: Grada, 2018. ISBN 9788024758657.
|