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Lecturer(s)
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Banyar Milan, doc. PhDr. Ph.D.
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Káčerková Eliška, Mgr. Ph.D.
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Course content
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- position of advertising in the system of marketing communication, definition of the term; - theory of communication in the context of advertising - communication process, communication models; - basic principles of advertising; - structure of the communication / advertising agency; - the running of the contract by the agency; - brief and its requisites; - integrated marketing communication; - new trends in advertising.
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Learning activities and teaching methods
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- Participation in classes
- 26 hours per semester
- Home preparation for classes
- 94 hours per semester
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| prerequisite |
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| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| 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 |
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| 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 |
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| Knowledge |
|---|
| Lecturing |
| Lecturing |
| Skills |
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| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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| Knowledge |
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| Written examination |
| Written examination |
| Preparation of a presentation |
| Preparation of a presentation |
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Recommended literature
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BELCH, George E. a Michael A. BELCH. Advertising and promotion: an integrated marketing communications perspective. 10th global ed. Singapore?: McGraw-Hill Education, 2015. ISBN 978-981-4575-11-9.
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BLAKEMAN, Robyn. Integrated marketing communication. Lanham: Rowman & Littlefield, 2015. ISBN 978-1-4422-2121-5.
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Cluley, Robert. Essentials of advertising. London: Kogan Page., 2017. ISBN 9780749478391.
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Horňák, Pavel. Reklama: teoreticko-historické aspekty reklamy a marketingovej komunikácie. Zlín : VeRBuM, 2018.
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Hruda, Ondřej. Srovnávací reklama. Praha, 2015. ISBN 9788074005619.
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KOTLER, P., KELLER, K. L. Marketing management. Boston: Pearson,, 2016. ISBN 978-1-292-09262-1.
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Vysekalová, J., Mikeš, J. Reklama, jak dělat reklamu. Praha: Grada, 2007.
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