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Lecturer(s)
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Švandová Zuzana, Ing. Ph.D.
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Course content
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Course programme: 1. The role of advertising in the marketing communication 2. Regulation of advertising 3. Psychological methods of advertising 4. Strategy of advertising campaign, Advertising agencies 5. Media planning, Media Agencies, Media Buyers, Media Representatives, advertising cost 6. Television advertisement, TV commercials 7. Press advertisement, print media 8. Radio and Out of home advertisement 9. On line Advertising 1. Ethics of advertising - case study, Advertising ethical code, subliminal advertising, deceptive advertising, unfair advertising 2. Psychological methods of advertising - case study, emotions in advertising, impact of music, colours, scent in advertising 3. Case study - celebrity, expert and layperson branding 4. On line advertising, social network add - principle of creating
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Learning activities and teaching methods
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Monological explanation (lecture, presentation,briefing), Dialogue metods(conversation,discussion,brainstorming)
- Class attendance
- 30 hours per semester
- Preparation for exam
- 20 hours per semester
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Learning outcomes
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The subject acquaints students with basic advertising strategies, creating of advertising budget, media and a work og advertising agencies. Planing, setting goals, methods of selektion of advertising media, determing the budget and evaluatin of advertising effeciency.
Students obtain knowledge in given course in accordance with requirements and course programme. - to understand advertising in the content of marketing and role of advertising in the marketing communication, regulation of advertising - to uderstand the relationship between television, print media,radio, outdoor advertising and the other forms of advertising. - to develop knowledge, skills and analytical techniques for decision making in the advertising market - basic advertising strategies, creating of advertising budget, media and a work of advertising agencies - to create awareness of methods and procedures for problem solving in practice - planning, setting goals, methods of selection of advertising media, determine the budget and evaluation of advertising efficiency.
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Prerequisites
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Pre-requisites: study in the fields of Economics, Business, Management, Finance. Graduation of Marketing, Marketing Communication, Marketing Research.
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Assessment methods and criteria
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Written exam
Requirements for the credits: - participation on seminars - assessed seminar project of group coursework, that will be presented Exam:written min. 70%
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Recommended literature
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Zákon o regulaci reklamy a Zákon o provozování televizního a rozhlasového vysílání v aktuálním znění.
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HRUDA, O. Srovnávací reklama. Praha: C. H. Beck, 2015. ISBN 978-80-7400-561-9.
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KŘÍŽEK, Z. a I. CRHA. Jak psát reklamní text. Praha, 2008. ISBN 978-80-247-2452-2.
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LANE, R., K. KING a T. RUSSELL. Kleppner's Advertising Procedure. Upper Saddle River: Pearson Prentice Hall, 2011. ISBN 978-0136110828.
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Rada pro reklamu. Etický kodex.
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VYSEKALOVÁ, J. a J. MIKEŠ. Jak dělat reklamu. Praha, 2010. ISBN 978-80-247-3492-7.
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VYSEKALOVÁ, J. Psychologie reklamy. Praha, 2007. ISBN 978-80-247-2196-5.
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