B_Rek Advertisement

University of Finance and Administration
Winter 2021
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Mgr. Oldřich Johannes Petr (seminar tutor)
Guaranteed by
Ing. Mgr. Oldřich Johannes Petr
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná
Timetable of Seminar Groups
B_Rek/cMMO: each even Monday 12:15–12:59 M23, each even Monday 13:00–13:45 M23, O. Petr
B_Rek/c1MPH: each even Wednesday 14:00–14:44 E227, each even Wednesday 14:45–15:30 E227, O. Petr
B_Rek/c2MPH: each odd Wednesday 14:00–14:44 E227, each odd Wednesday 14:45–15:30 E227, O. Petr
B_Rek/pMMO: Mon 10:30–11:14 M23, Mon 11:15–12:00 M23, except Mon 27. 9. ; and Tue 12. 10. 8:45–10:15 M23, O. Petr
B_Rek/pMPH: Wed 12:15–12:59 E230, Wed 13:00–13:45 E230, O. Petr
B_Rek/vMPH: Fri 8. 10. 14:00–15:30 E307, 15:45–17:15 E307, Fri 22. 10. 14:00–15:30 E307, 15:45–17:15 E307, Fri 12. 11. 14:00–15:30 E307, 15:45–17:15 E307, Fri 26. 11. 14:00–15:30 E307, 15:45–17:15 E307, O. Petr
Prerequisites
B_Mar Marketing
The requirement for the completion of this course is completion of the course B_Mar.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The objective of the course is to present students the theory of communication specificity of advertising as the historically oldest tool of marketing activity. However, it also prompts students to practically use the gained theoretical findings and knowledge in the form of creative applications within the team work on two particular client assignments. 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 are 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 are able to understand the context, relations and synergic effects of the involvement of advertising in collaboration with other marketing communication tools.
Learning outcomes
Graduate of the course manages: - the theoretical starting point of using advertising as a tool of marketing communication, its main means and techniques - basic project and analytical procedures in advertising practice - creation of advertising mixes - preparation of advertising campaigns - Media mix selection - methods of measuring communication effects - at the basic level, the dramaturgy and screenwriting preparation of the advertising AV scenario.
Syllabus
  • THEORETICAL PART OF THE OBJECT 1. A brief overview of the development of advertising in our territory in the European and world context 2. Advertising as a specific tool of marketing communication: corporate communication of producer and seller - goals, means, media, advertising budget 3. Models of advertising 4. Advertising strategy - segmentation, targeting and positioning: target groups and specificity of their addressing 5. Advertising campaigns and their specifics 6. Measurement of advertising efficiency 7. Creative advertising strategy - communication, appeal, information 8. Creative advertising strategy - format, implementation 9. Brand in advertising 10. Global advertising 11. Social advertising 12.: Advertising and new environment. Modern trends and techniques in advertising PRACTICAL PART OF THE OBJECT 1. Client brief - mission, content, requisites: concrete brief - assignment 1. creative work for 5-member teams 2. Collective team presentation 1st assignment: teams present according to the teacher's choice 3. Collective team presentation 1st assignment: teams present according to the teacher's choice 4. Collective team presentation 1st assignment: teams present according to the teacher's choice 5. Collective team presentation 1st assignment: teams present according to the teacher's choice 6. Client brief - assignment 2. creative work for 5-member teams 7. Collective team presentation 1. assignment: teams present according to teacher´s choice 8. Collective team presentation 1st assignment: teams present according to the teacher's choice 9. Collective team presentation 1st assignment: teams present according to the teacher's choice 10. Collective team presentation 2nd assignment: teams present according to the teacher's choice 11. Collective team presentation 2nd assignment: teams present according to the teacher's choice 12. Collective team presentation 1st assignment: teams present according to the teacher's choice
Literature
    required literature
  • KARLÍČEK, M., KRÁL, P.: Marketingová komunikace – jak komunikovat na našem trhu. Praha: Grada Publishing 2011. ISBN 978-80-247-3541-2, kapitola 3.
  • KELLER, K. L.: Strategické řízení značky. Praha: Grada Publishing 2007. ISBN 978-80-247-1481-3, kapitoly 2, 6, 13, 14.
  • PAVLŮ, D.: Veletrhy a výstavy – kultura, komunikace, multimedialita, marketing. Praha: Professional Publishing, 2009. ISBN 978-80-86946-38-2, Kapitola 1.
  • PELSMACKER, P., GEUENS, M., BERG, J.: Marketingová komunikace. Praha: Grada Publishing 2003. ISBN 80-247-0254-1, kapitola 7. a 8.
  • PINCAS, S., LOISEAU, M.: Dějiny reklamy. Praha: Slovart, 2009. ISBN 978-80-7391-266-6 – výběrově
  • SOLOMON, M.R., MARSHALL, G.W., STUART E.W.: Marketing očima světových manažerů. Brno: Computer Press, 2006. ISBN 80-251-1273-X kapitola: 13.
  • FREY, P. Marketingová komunikace: to nejlepší z nových trendů. Vydání 2., rozšířené. Praha: Management Press, 2008. ISBN 978-80-7261-160-7
  • Vysekalová, J., Herzman, J., Cír, J.: Výzkum efektivnosti komerční komunikace. Praha: OECONOMICA 2004. ISBN 80-245-0789-7
  • VOŠAHLÍKOVÁ, P.: Zlaté časy české reklamy. Praha: Karolinum, 1999. ISBN 80-7184-715-1 -výběrově
  • Janouch V.: Internetový marketing. Praha: Computer Press, 2014.EAN: 9788025143117
  • KAŠÍK, Milan and Karel HAVLÍČEK. Marketing při utváření podnikové strategie. 3. aktualizované vydání. Praha: Vysoká škola finanční a správní, o.p.s., 2015. EUPRESS. ISBN 978-80-7408-100-2. info
    recommended literature
  • TOSCANI, Oliviero. Reklama je navoněná zdechlina. Praha: Slovart, 1996. ISBN 80-85871-82-3.
  • ČÍRTEK, Pavel and Milan KAŠÍK. Marketingová komunikace podniku s médii – I. 1st ed. Praha: Vysoká škola finanční a správní, 2008, 113 pp. ISBN 978-80-7408-008-1. info
    not specified
  • Aktuální časopisecké studie podle doporučení pedagoga
Teaching methods
In the full-time form of study, the content of the subject is a classic interpretation of the pedagogue, in the combined form of the study is the content of the consultations with the commentary of the subject of the subject according to the Study support with the accent on the knowledge of literature and self-study. Participation in consultations is required to be at least 50%. At least 75% attendance is required in the attendance form. Students of both study forms write in writing: • Two team creative designers: - client brief for advertising project; - proposal of an advertising project for the selected entity (product) incl. technical scenario of AV advertising. Team solutions are also classified with respect to the share of each team member. The condition of the credit is in attendance form of study fulfilled participation in teaching and fulfillment of seminar assignments. KS students present their students during the exam.
Assessment methods
The course is finished with a knowledge test containing 20 questions selected out of the check questions contained in the Study material. It is followed by a verbal assessment of the quality of results of the test by the course tutor teacher, critical analysis of the case study and assessment of the share of the student in the outcome of the team work. The final grade comprises all three parts: results of the test, grading of the case study and assessment of the share in the team work.
Language of instruction
Czech
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: 16 hodin KS/semestr.
The course is also listed under the following terms Summer 2009, Winter 2011, summer 2012, Winter 2012, Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Winter 2021, recent)
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