FF:PSB_74 Advertisment Psychology

PSB_74 Advertisment Psychology

Faculty of Arts
Spring 2005

Extent and Intensity

1/1/0. 4 credit(s). Type of Completion: k (colloquium).

Teacher(s)

Guaranteed by

Timetable

Sat 2. 4. 9:00–18:00 48, Sun 3. 4. 10:00–19:00 48

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.