Lecturer(s)
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Course content
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lyricist and his partners; - AIDA and ADAM; - how the name is made, creating a slogan; - meaning and creation of headlines in advertising text; - Internet advertising texts; - text of advertising printed matter (leaflet, brochure, catalog), text of advertisement and television and other audiovisual advertisements; - radio advertising text, outdoor advertising text, point-of-sale advertising text; - the text of the means of direct promotion; - press release; - PR article.
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Learning activities and teaching methods
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Practice exercises
- Participation in classes
- 26 hours per semester
- Home preparation for classes
- 64 hours per semester
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prerequisite |
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Knowledge |
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Prerequisities are not set. |
Prerequisities are not set. |
learning outcomes |
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knowledge of the principles of slogan designing |
knowledge of the principles of slogan designing |
knowledge of the principles of designing the radio commercials |
knowledge of the principles of designing the radio commercials |
knowledge of the principles of designing the TV commercials |
knowledge of the principles of designing the TV commercials |
knowledge of the principles of designing the internet commercials |
knowledge of the principles of designing the internet commercials |
knowledge of the principles of designing the direct mail |
knowledge of the principles of designing the direct mail |
Skills |
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desing a slogan for specific brand |
desing a slogan for specific brand |
design a scenario of TV ad |
design a scenario of TV ad |
design a scenario of radio ad |
design a scenario of radio ad |
design an internet ad |
design an internet ad |
design a direct mail |
design a direct mail |
teaching methods |
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Knowledge |
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Practice exercises |
Practice exercises |
assessment methods |
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Analysis of the student's performance |
Analysis of the student's performance |
Analysis of creative works (Music, visual arts, literature) |
Analysis of creative works (Music, visual arts, literature) |
Recommended literature
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Altstiel, Tom. Advertising creative : strategy, copy + design. 2nd ed. London : SAGE, 2010. ISBN 978-1-4129-7491-2.
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Čmejrková, Světla. Styl mediálních dialogů. Praha: Academia, 2013. ISBN 9788020022677.
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Sálová, Anna; Veselá, Zuzana; Šupolíková, Jana; Jebavá, Lucie; Viktora, Jiří. Copyšriting: pište texty, které prodávají. Brno : Computer Press, 2015. ISBN 9788025145890.
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Šenkapoun, Pavel. Webcopywriting pro samouky: průvodce moderního marketéra a podnikatele po webovém obsahu. Brno: Zoner Press, 2015. ISBN 9788074131769.
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Vysekalová, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha : Grada, 2014. ISBN 9788024748436.
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Young, Miles. Ogilvy v reklamě v digitálním věku. Praha: Svojtka & Vašut, 2018. ISBN 9788025621592.
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