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Lecturer(s)
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Káčerková Eliška, Mgr. Ph.D.
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Course content
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1. Advertising creative strategy. 2. Advertising message and its essence. 3. Advertising appeals. 4. Advertising formats. 5. Informational content of advertising. 6. Methods of advertising implementation. 7. Advertising Council. 8. Advertising code. 9. The role of advertising in the brand building process. 10. Social advertising. 11. Stereotypes in advertising. 12. Advertising clichés. 13. Debunking myths in advertising.
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Learning activities and teaching methods
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Lecturing, Dialogic (Discussion, conversation, brainstorming)
- Participation in classes
- 26 hours per semester
- Preparation for examination
- 39 hours per semester
- Term paper
- 20 hours per semester
- Home preparation for classes
- 15 hours per semester
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| prerequisite |
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| Knowledge |
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| A prerequisite for passing the course is knowledge of the subject UMK/REKL 1 Reklama 1. |
| A prerequisite for passing the course is knowledge of the subject UMK/REKL 1 Reklama 1. |
| learning outcomes |
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| The student is well informed in the process of planning of advertising, has knowledge about advertising objectives, brand building and creative content of advertising. The student is able to analyze advertising messages and understand their essence. |
| The student is well informed in the process of planning of advertising, has knowledge about advertising objectives, brand building and creative content of advertising. The student is able to analyze advertising messages and understand their essence. |
| The student is well informed in the process of planning of advertising. |
| The student is well informed in the process of planning of advertising. |
| The student has knowledge of advertising goals, understands their categorization, can give concrete examples. |
| The student has knowledge of advertising goals, understands their categorization, can give concrete examples. |
| The student understands the branding process. |
| The student understands the branding process. |
| The student can analyze an advertising message and understand its essence. |
| The student can analyze an advertising message and understand its essence. |
| Skills |
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| The student can analyze an advertising message and understand its essence. |
| The student can analyze an advertising message and understand its essence. |
| The student is able to compile an assignment for an advertising agency in the form of a brief. |
| The student is able to compile an assignment for an advertising agency in the form of a brief. |
| The student knows the time schedule of activities in an advertising agency and can adequately schedule work on a campaign. |
| The student knows the time schedule of activities in an advertising agency and can adequately schedule work on a campaign. |
| The student can assess the advertising communication with regard to the legislation in force in the Czech Republic. |
| The student can assess the advertising communication with regard to the legislation in force in the Czech Republic. |
| The student can decide on the suitability of an advertising communication with regard to ethical practices in the Czech Republic. |
| The student can decide on the suitability of an advertising communication with regard to ethical practices in the Czech Republic. |
| teaching methods |
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| Knowledge |
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| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| assessment methods |
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| Analysis of seminar paper |
| Written examination |
| Written examination |
| Analysis of seminar paper |
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Recommended literature
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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.
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Clow, Kenneth, E., Baack, D. Relama, propagace a marketingová komunikace. Computer press Praha, 2008. ISBN 978-80-251-1769-9.
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HAVLÍKOVÁ, Petra a KVASNICOVÁ, Jana (ed.). Sexistická reklama. Brno: Nesehnutí, 2020. ISBN 9788087217658.
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Horňák, P. Kreativita reklamy. Zlín: Verbum, 2014. ISBN 978-80-87500-49-1.
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HORŇÁK, Pavel. Reklama: teoreticko-historické aspekty reklamy a marketingovej komunikácie. Zlín: VeRBum, 2018. ISBN 978-80-87500-94-1.
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MOGAJI, Emmanuel. Introduction to advertising: understanding and managing the advertising process. London: Routledge, Taylor & Francis Group, 2021. ISBN 978-0-367-44199-9.
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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.
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Salem, Lionel. Reklamní slogany: nejlepší světové slogany a příběhy stojící za jejich vznikem. 2013. ISBN 978-80-265-0064-3.
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SHIMP, Terence A a J ANDREWS. Advertising, promotion, and other aspects of integrated marketing communications. Mason, OH, 2013. ISBN 978-1-111-58021-6.
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VYSEKALOVÁ, J. Psychologie reklamy. Praha, 2023. ISBN 978-80-271-3654-4.
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