ZUR292 Advertisement

Faculty of Social Studies
Autumn 2010
Extent and Intensity
1/1. 4 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: z (credit).
Teacher(s)
Svoboda (lecturer), Mgr. Pavel Macků (deputy)
Guaranteed by
prof. PhDr. Jiří Pavelka, CSc.
Department of Media Studies and Journalism – Faculty of Social Studies
Contact Person: Ing. Bc. Pavlína Brabcová
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 1 student(s).
Current registration and enrolment status: enrolled: 0/1, only registered: 0/1, only registered with preference (fields directly associated with the programme): 0/1
fields of study / plans the course is directly associated with
Course objectives
The aim of the course is to familiarise students with the basics of advertising in media and teach them to conceive the realisation of this kind of media communication in practice. In media, advertising is an important contemporary phenomenon, providing primary information about products and thus promoting their sale. It is distributed via payable media. Advertising consists of particular means which are produced specifically and creatively and are subsequently used in media according to certain criteria.
Syllabus
  • 1. The position of media advertising in marketing communications (lecture). 2. Characteristics of effects of advertising (lecture). 3. Seminar: present an example of media advertising. 4. Models of psychological advertising effects and formulating objectives and budgeting (lecture). 5. Seminar: using examples of advertising, demonstrate the models of their psychological effects. 6. Corporate design – creative foundation of advertising (lecture). 7. Seminar: analyse the corporate design of two organisations, their strengths and weaknesses. 8. Advertising messages, slogans and titles (lecture). 9. Advertising means: advertisements and TV and radio commercials (lecture). 10. Seminar: prepare a text of an advertisement for a specified product. 11. Advertising means: out of home and advertising in the cinema. New media (lecture). 12. Characteristics and usability of advertising media. Selected of media for an advertising campaign (lecture). 13. Seminar: prepare an advertising media mix for a specified product. 14. The issues of measuring advertising efficiency in media. Ethics of advertising (lecture).
Literature
  • 4. Svoboda, V.: Propagační kampaně v marketingových komunikacích, Univerzita Tomáše Bati ve Zlíně, Fakulta multimediálních komunikací, Zlín 2004.
  • Brannan, T.: Jak se dělá účinná reklama, Management Press, Praha 1996.
  • Tellis, G. J.: Reklama a podpora prodeje, Grada Publishing, Praha 2000.
  • Svoboda, V. Corporate identity. Univerzita Tomáše Bati ve Zlíně, Fakulta multimediálních komunikací, Zlín 2003.
Assessment methods
Lecture and seminar. Credit: conditions for awarding the credit: presentation of a seminar paper on a sufficient level and a final written test (30 questions). Seminar papers are to be prepared in the extent of 15 minutes (3 – 4 pages of text) and are to be presented according to the list.
Language of instruction
Czech
The course is also listed under the following terms Spring 2006, Spring 2007, Spring 2008, Autumn 2014, Autumn 2015, Autumn 2016, Autumn 2017.
  • Enrolment Statistics (Autumn 2010, recent)
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