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Lecturer(s)
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Káčerková Eliška, Mgr. Ph.D.
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Kazík Martin, Mgr.
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Course content
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- Advertising message, its essence, creative strategy. - Advertising appeals, formats of advertising, information content of advertising. - Ethics in advertising, The Czech Advertising Standards Council. - Social advertising. - Disproving myths in advertising.
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Learning activities and teaching methods
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Lecturing, Dialogic (Discussion, conversation, brainstorming)
- Participation in classes
- 28 hours per semester
- Preparation for examination
- 45 hours per semester
- Term paper
- 30 hours per semester
- Home preparation for classes
- 17 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. |
| teaching methods |
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| Knowledge |
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| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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| Written examination |
| Analysis of seminar paper |
| Analysis of seminar paper |
| Written examination |
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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, P., KELLER, K. L. Marketing management. Boston: Pearson,, 2016. ISBN 978-1-292-09262-1.
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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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