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Lecturer(s)
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Course content
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Creation of different promotional tools: leaflet, brochure, catalogue, advertisement, PR article, radio and TV spot, POS, DM, outdoor advertising, plan and realization of a promotional campaign from the creative viewpoint.
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Learning activities and teaching methods
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Practice exercises
- Participation in classes
- 14 hours per semester
- Home preparation for classes
- 74 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 creative works (Music, visual arts, literature) |
| Analysis of creative works (Music, visual arts, literature) |
| Analysis of the student's performance |
| Analysis of the student's performance |
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Recommended literature
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Čmejrková, Světla. Reklama v eeštini, eeština v reklami. Vyd. 1. Praha : Leda, 2000. ISBN 8085927756.
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Hopkins, Claude C. Můj život v reklamě : [reklama jako věda]. Pardubice : Filip Trend, 2003. ISBN 8086282252.
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Křížek, Zdeněk. Jak psát reklamní text. 2., výrazně rozš. a přeprac. vyd. Praha : Grada, 2003. ISBN 8024705567.
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Ogilvy, D. O reklamě. Praha : Management Press, 1996. ISBN 80-85943-25-5.
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Ogilvy, David. Vyznání muže reklamy. 1. vyd. Praha : Management Press, 1995. ISBN 8085603888.
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Schultz, Don E. Moderní reklama : umění zaujmout. Praha : Grada, 1995. ISBN 8071690627.
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Tellis, Gerard J. Reklama a podpora prodeje. 1. vyd. Praha : Grada, 2000. ISBN 8071699977.
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Toscani, Oliviero. Reklama je navoněná zdechlina. Praha : Slovart, 1996. ISBN 8085871823.
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Vysekalová, Jitka. Psychologie reklamy : nové trendy a poznatky. 3., rozš. a aktualiz. vyd. Praha : Grada, 2007. ISBN 978-80-247-2196-5.
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Vysekalová, Jitka. Reklama : jak dělat reklamu. Praha : Grada, 2003. ISBN 8024705575.
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