BA_Adv Advertising

Vysoká škola finanční a správní
zima 2014
Rozsah
2/1. 10 hodin KS/semestr. 6 kr. Ukončení: zk.
Vyučující
Mgr. Linda Kozáková (cvičící)
Garance
Mgr. Linda Kozáková
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Bc. Jan Peterec
Rozvrh seminárních/paralelních skupin
BA_Adv/cMCPH: každé sudé pondělí 19:15–19:59 E305, každé sudé pondělí 20:00–20:45 E305, L. Kozáková
BA_Adv/pMCPH: Po 17:30–18:14 E305, Po 18:15–19:00 E305, L. Kozáková
Předpoklady
BA_Mar Marketing
The requirement for the completion of this course is completion of the course BA_Mar.
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
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.
Osnova
  • Topics
  • 01. Introduction, Definition, Objectives and Features of Advertising
  • (History, Marketing Mix, Advertising Theory, Participants)
  • 02. Advertising as a specific tool of Marketing Mix
  • (The Role of Advertising in Marketing Mix, Importance of Advertising, Position of Advertising in Company Management)
  • 03. Brief
  • (Reasons, Features, Creation, Communication)
  • 04. Advertising strategy
  • (Objectives, Message strategy, Segmentation, Targeting, Positioning)
  • 05. Branding
  • (Brand, Brand Positioning, how to build a Brand, Brand Mantra, Experiential Branding)
  • 06. Creative strategy
  • (Creative idea, Execution) Creative Appeals, Rational Appeals, Emotional Appeals, Endorsers, Campaign implementation, Copyrights)
  • 07. Media & Media Strategy & Media Planning
  • (Media types, Media mutation, Media strategy)
  • 08. Advertising strategy execution
  • (participants, processes)
  • 09. Budget, Measurement, Analysis
  • 10. Advertising Self-Regulation and Restrictions
  • 11. Advertising in b2b context, global advertising
  • 12. Group project
Literatura
    povinná literatura
  • 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.
    doporučená literatura
  • 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.)
  • KOTLER, P., ARMSTRONG, G., Principles of Marketing (14th Edition), 2011
  • • PRIDE,W.M.-FERREL,O.C.:Marketing.South Western Cengage Learning 2010.ISBN-13:978-0-547-16747-3
    neurčeno
  • DREWNIANY, Bonnie L., JEWLER, J. Creative Strategy in Advertising, 2013
  • SHIMP, Terence A., ANDREWS, Craig J., Advertising Promotion and Other Aspects of Integrated Marketing Communications, 2013
Výukové metody
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.
Metody hodnocení
The course is completed with a credit and verbal exam. A specific written study (50% points min) and 15 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.
Vyučovací jazyk
Angličtina
Informace učitele
All subject related study-books are also available in a limited amount in the VŠFS library (Vltavská st., P5).
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2012, zima 2013, zima 2015, zima 2016, zima 2017, zima 2018, zima 2019, zima 2020, zima 2021, zima 2022, zima 2023, zima 2024.