BA_Adv Advertising

University of Finance and Administration
Winter 2016
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Jiří Šnajdar (seminar tutor)
Guaranteed by
Ing. Jiří Šnajdar
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Ing. Edita Jerie, DiS.
Timetable of Seminar Groups
BA_Adv/cMCPH: each odd Tuesday 8:45–9:29 E127, each odd Tuesday 9:30–10:15 E127, J. Šnajdar
BA_Adv/pMCPH: Thu 10:30–11:14 E127, Thu 11:15–12:00 E127, J. Šnajdar
Prerequisites
BA_Mar Marketing
The requirement for the completion of this course is completion of the course BA_Mar.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
Course Objectives:
1. To study the planning of strategic advertising tools.
2. To study the planning of creative advertising tools.
3. To study the creation of advertisement for print, television broadcasting and new media.
4. To study the development of advertising from creative strategy to Campaign execution.
5. To study implications for marketing communication inc.marketing mix.

Consequently students should be able to assess,modify and propose various Advertisement processes, campaigns and programmes(in a team and/or individually).

Completing the course students of marketing communication gain a substantial knowledge base which enables them to work with the basic concepts of the field of study, understand the logics, connections and links between the individual analytic, creative and strategic activities aiming to come up with an effective advertising communication and advertising campaign.

Graduates of this course will also be able to apply theoretical findings and knowledge to preparing the project of an advertising communication strategy and generate a basic creative concept of that particular client assignment. They will able to understand the context, relations and synergic effects of the involvement of advertising in collaboration with other marketing communication tools.
Syllabus
  • Topics
  • 01. Introduction, Definition, Objectives and Features of Advertising
  • (Marketing Mix, Advertising Theory, Participants)
  • 02. Advertising as a specific tool of Marketing Mix
  • (The Role of Advertising in Marketing Mix, Advertising strategy)
  • 03. Advertising strategy
  • (Segmentation, Targeting, Positioning)
  • 04. Creativity and creative strategy (Creative idea, Execution,Creative Appeals, Rational Appeals, Emotional Appeals, Endorsers, Campaign implementation, Copyrights)
  • 05. Media and Media strategy
  • (Media types, Media mutation, Media strategy)
  • 06. Brief
  • (Reasons, Features, Creation, Communication)
  • 07. Branding and Brand Positioning
  • (Brand, Brand Positioning, building strong Brand, Brand Mantra, Experiential Branding, Brand communication, Brand elements)
  • 08. Advertising strategy execution
  • (participants, processes)
  • 09. Budget and Implementation
  • 10. Advertising Self-Regulation and Restrictions
  • 11. Advertising in b2b context, global advertising
  • 12. Group project
Literature
    recommended literature
  • KOTLER, P., ARMSTRONG, G., Principles of Marketing (14th Edition), 2011
  • DREWNIANY, Bonnie L., JEWLER, J. Creative Strategy in Advertising, 2013
  • CLOW,K.E.-BAACK,D.:Integrated Advertising, Promotion and Marketing Communications.Harlow : Pearson Education c2012. ISBN :0-273-75328(brož.), 978-0-273-75328-5(brož.)
  • • PRIDE,W.M.-FERREL,O.C.:Marketing.South Western Cengage Learning 2010.ISBN-13:978-0-547-16747-3
  • OGILVY, David, Confession of an Advertising Man, 2006. IBSN: 1-904915-01-9
  • CLOSE,G.A.(ed.): Online Consumer Behavior:Theory and Research in Social Media, Advertising and E-tail.Taylor and Francis Ltd.(Routledge) 2011.ISBN : 978-1848729698.
  • SHIMP, Terence A., ANDREWS, Craig J., Advertising Promotion and Other Aspects of Integrated Marketing Communications, 2013
Teaching methods
Lectures and seminars in full-time study;
tutorials in part-time study;
compulsory seminar
participation is 75% in full-time study;
compulsory tutorial participation is 50% in part-time study.
Assessment methods
The course is completed with a credit and verbal exam. A specific written study (50% points min) and 10 written test questions (60% points min) is required to award the credit. Answer one of the 15 topic questions correctly is required to pass the exam.
Language of instruction
English
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 10 hodin KS/semestr.
The course is also listed under the following terms Winter 2012, Winter 2013, Winter 2014, Winter 2015, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Winter 2016, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2016/BA_Adv