FF:PSB_74 Psychology of commercials

PSB_74 Psychology of commercials

Faculty of Arts
Autumn 2001

Extent and Intensity

1/1/0. 2 credit(s). Type of Completion: k (colloquium).

Teacher(s)

JUDr. Petr Přehnil, Ph.D. (lecturer)

Guaranteed by

Course Enrolment Limitations

The course is also offered to the students of the fields other than those the course is directly associated with.

fields of study / plans the course is directly associated with

Syllabus

1. INTRODUCTION How advertising works and why ? History of advertising David Ogilvy Ogilvy on advertising, Management Press, Praha1996, p. 7 - 30 2. WHY AND HOW STARTED DEFINITION OF PRIORITIES - Creative work - mediamix - back confinement David Ogilvy Ogilvy on advertising 3. WHAT USE IN ADVERTISING - What cannot use - celebrities - use of artworks - use in time Petr Přehnil Advertising and competition, Trizonia Praha 1995 4. HUMOR IN ADVERTISING - movie 5. UNLEGAL WAYS OF ADVERTISING - unlegal competition - unlegal use of artwork - untrues informations Bussines Codex, § 42 an., Copyright Codex 6. PRESENTATION FACE TO FACE BUSSINES - promotion of commodities - sampling - users contest 7. SALES BEHAVIOR - training of salers - visual style - asertivity - sales places 8. PUBLIC RELATIONS - communication with public - crises communication - awareness of brand - actions 9. MEDIA AND MEDIAMIX - above the line - bellow the line - back confinement, researches Petr Přehnil - Advertising and competition, Trizonia Praha 1995, p. 56 an. 10. HIDDEN ADVERTISING, UNLEGAL COMPETITION - forms of hidden ( untruely brands and packaging etc.) - parallel advertising - discredit - corrupt Bussines Codex, § 42 an. 11. MODEL CAMPAIGN fictive product, students work 12. QUESTIONS

Language of instruction

Czech

Further comments (probably available only in Czech)

The course is taught annually.
The course is taught: every week.