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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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- Advertising Code, Advertising Council; - the role of advertising in the brand building process; - social advertising; - stereotypes, advertising clichés and 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
- 12 hours per semester
- Preparation for examination
- 53 hours per semester
- Term paper
- 30 hours per semester
- Home preparation for classes
- 30 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 orients himself in the self-regulatory measures governing advertising in the Czech Republic. |
| 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 orients himself in the self-regulatory measures governing advertising in the Czech Republic. |
| The student orients himself in the legal measures regulating the field of advertising in the Czech Republic. |
| The student orients himself in the legal measures regulating the field of advertising in the Czech Republic. |
| 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 will gain an overview of ethical issues and resolved cases in the field of Czech and foreign advertising. |
| The student will gain an overview of ethical issues and resolved cases in the field of Czech and foreign advertising. |
| The student understands the branding process. |
| The student can analyze an advertising message and understand its essence. |
| The student knows the theoretical framework of using advertising stereotypes. |
| The student knows the theoretical framework of using advertising stereotypes. |
| The student can analyze an advertising message and understand its essence. |
| The student can define the essence and basic parts of social advertising. |
| The student can define the essence and basic parts of social advertising. |
| Skills |
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| The student can identify an ethically problematic advertising campaign. |
| The student can analyze an advertising message and understand its essence. |
| The student can analyze an advertising message and understand its essence. |
| The student can identify an ethically problematic advertising campaign. |
| The student is able to compile an assignment for an advertising agency in the form of a brief. |
| The student can apply knowledge of the Advertising Act. |
| The student is able to compile an assignment for an advertising agency in the form of a brief. |
| The student can apply knowledge of the Advertising Act. |
| A student can use an advisory institution in the Czech Republic to assess a problematic advertising campaign. |
| A student can use an advisory institution in the Czech Republic to assess a problematic advertising campaign. |
| 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 recognizes the stereotype used in advertising and can classify it. |
| The student recognizes the stereotype used in advertising and can classify it. |
| 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. |
| The student can identify the form of social advertising. |
| The student can identify the form of social advertising. |
| 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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Horňák, P. Kreativita reklamy. Zlín: VeRBuM, 2014. ISBN 978-80-87500-49-.
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KOTLER, Philip a Kevin Lane KELLER. Marketing management. Praha: Grada, 2013. ISBN 978-80-247-4150-5.
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Salem, Lionel. Reklamní slogany: nejlepší světové slogany a příběhy stojící za jejich vznikem. 2013.
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Shimp, Terence A. Advertising, promotion, and other aspects of integrated marketing communications. 8th ed. Mason, Ohio : South-Western Cengage Learning, 2010. ISBN 978-0-324-59360-0.
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Vysekalová, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha : Grada, 2014. ISBN 9788024748436.
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