PSB_74 Psychology of Advertisment

Faculty of Arts
Autumn 2002
Extent and Intensity
1/1/0. 3 credit(s). Type of Completion: k (colloquium).
Teacher(s)
JUDr. Petr Přehnil, Ph.D. (lecturer), doc. PhDr. Jana Marie Havigerová, Ph.D. (deputy)
Guaranteed by
doc. PhDr. Mojmír Tyrlík, Ph.D.
Department of Psychology – Faculty of Arts
Contact Person: Jarmila Valchářová
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.
The course is taught: every week.
The course is also listed under the following terms Spring 1999, Autumn 2001, Spring 2002, Spring 2003, Autumn 2004, Spring 2005.
  • Enrolment Statistics (Autumn 2002, recent)
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