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Course syllabus BMMD10141 - Advertising Theory (FM - WS 2019/2020)


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University: Pan-european University
Faculty: Faculty of Massmedia
Course unit code: BMMD10141
Course unit title: Advertising Theory
Planned learning activities and teaching methods:
lecture2 hours weekly / 24 hours per semester of study (on-site method)

Credits allocated: 5
Recommended semester/trimester: 3rd grade, 5th semester
 
Level of study: 1.
Prerequisites for registration: none
 
Assessment methods:
Seminar work
 
Learning outcomes of the course unit:
Detailed introduction to the basic approaches in advertising theory. Students will learn about individual advertising models as well as strategic planning and effectiveness of advertising.
 
Course contents:
Basic models of advertising functioning - hierarchical models (AIDA, DAGMAR, McGuire, Lavidge and Steiner, Krugman model). New models and approaches to understanding advertising (ELM, FCB, Rossiter-Percy, etc.)
Neurological approach to the functioning of advertising, functions, ways of measuring the advertising effect of this approach. Weak and strong advertising theory
Evaluation of advertising effectiveness and indicators of its effectiveness, their calculation and use in advertising practice, facets of efficiency. Emotions, position of creativity in advertising, use of celebrities, comparative advertising, influence of music on advertising, humor etc.
Strategic advertising planning - context and environment, advertising (communication goals, role of advertising in brand building, segmentation, positioning, targeting in classic and new media, creative advertising strategy.
Foreign advertising - standardization of international advertising, national culture and its influence on advertising production (Hofstede, Schwartz, Globe and their use in advertising practice). Choice of adaptation strategy, localization.
Advertising in new media, differences between advertising in digital media and classical advertising, new advertising strategies on the Internet, mobile advertising, social networks, ethical aspects of new advertising approaches.

Literature:
SVĚTLÍK, J. O podstatě reklamy. Eurokódex Bratislava 2012
PELSMACKER, P D. -- GEUENS, M. -- VAN DEN BERG, J. Marketingová komunikace. Praha: Grada Publishing, 2003. 600 s. ISBN 80-247-0254-1.
TELLIS, G J. Reklama a podpora prodeje. 1. vyd. Praha: Grada Publishing, 2000. 620 s. Profesionál. ISBN 80-7169-997-7.
Fill, Ch., Marketing Communications – engagement, strategies and practice. Prentice Hall, 2005.
 
Recommended or required reading:
 
Language of instruction: Slovak
 
Notes:
 
Courses evaluation:
Assessed students in total: 74

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Name of lecturer(s): prof. PhDr. Ľudovít Hajduk, PhD. (examiner, instructor, lecturer, person responsible for course)
Last modification: 25. 11. 2019
Supervisor: prof. PhDr. Ľudovít Hajduk, PhD.


Last modification made by Ján Lukáš on 11/25/2019.

Type of output: