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Lecturer(s)
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Gamalová Kamila, Mgr. MBA
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Course content
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1. Strategic planning of advertising; 2. - 3. The essence of particular strategic steps (target group, goals, budget, media, evaluation); 4. - 5. Advertising message, its essence, creative strategy; 6. - 7. Advertising appeals; 8. - 9. Formats of advertising; 10. information content of advertising; 11. Weak and strong theory of advertising, theory of hierarchical effects; 12. Analysis of advertising campaigns; 13. Feedback.
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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
- Home preparation for classes
- 68 hours per semester
- Term paper
- 50 hours per semester
- Educational trip
- 4 hours per semester
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| prerequisite |
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| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| Skills |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| Knowledge |
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| Define Advertising Objectives. |
| Define Advertising Objectives. |
| Define Target Group. |
| Define Target Group. |
| Describe Different Forms of Advertising. |
| Describe Different Forms of Advertising. |
| Describe Advertising Planning Process According to Media Types. |
| Describe Advertising Planning Process According to Media Types. |
| Explain Advertising Messages. |
| Explain Advertising Messages. |
| Skills |
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| Analyze Advertising Objectives. |
| Analyze Advertising Objectives. |
| Analyze Target Group. |
| Analyze Target Group. |
| Implement Different Forms of Advertising. |
| Implement Different Forms of Advertising. |
| Analyze the Most Suitable Media Types During Advertising Planning Process. |
| Analyze the Most Suitable Media Types During Advertising Planning Process. |
| Analyze Advertising Messages and Understand Their Essence. |
| Analyze Advertising Messages and Understand Their Essence. |
| teaching methods |
|---|
| Knowledge |
|---|
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Educational trip |
| Educational trip |
| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Skills |
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| Individual work of students |
| Individual work of students |
| Students working in pairs |
| Students working in pairs |
| assessment methods |
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| Knowledge |
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| Preparation of a presentation, giving a presentation |
| Preparation of a presentation, giving a presentation |
| Analysis of seminar paper |
| Analysis of seminar paper |
| Grade (Using a grade system) |
| Grade (Using a grade system) |
| Analysis of the student's performance |
| Analysis of the student's performance |
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Recommended literature
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BLAKEMAN, Robyn. Nontraditional media in marketing and advertising. Thousand Oaks, California: SAGE Publications, 2014. ISBN 978-1-4129-9761-4.
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Dunn,S.W., Barban, A.M. Advertising - its role in modern advertising. New York : CBS College Publishing, 1982. ISBN 0-03-060049-9.
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FELTON, George. Advertising: concept and copy. 3rd ed. New York: W.W. Norton & Company, 2013. ISBN 978-0-393-73386-0.
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KASER, Ken. Advertising & sales promotion. Mason: South-Western Cengage Learning, 2013. ISBN 978-1-111-57323-2.
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VEKSNER, Simon. 100 ideas that changed advertising. London: Laurence King Publishing, 2015. ISBN 978-1-78067-556-5.
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