Advertising

obligatory courses

Blended learning

The course introduces the basic concepts related to advertising, the mechanisms of its operation and the principles of its planning and accounting for its effects. It teaches critical analysis of advertising and makes the role of the consumer - and hence the participant - aware of the role of advertising.

The course is the form of a lecture combined with methods that activate students to the discussion (slides, films, group, and individual tasks).

During the course will be discussed:

1. What is advertising and how does it work?

2. Preparation of advertising strategy and media plan

3. Target groups

4. Advertising goals

5. The promise made in ads

6. Creativity in advertising

7. Media planning and advertising expenses

8. Use of media in advertising

9. Measuring of advertising effectiveness

Basic literature

• Kall J., Reklama, Państwowe Wydawnictwo Ekonomiczne, Warszawa 2014

• Fletcher W., Reklama. Krótkie wprowadzenie, Łódź 2018

• Armstrong G.; Kotler P., Marketing. Wprowadzenie, Wolters Kluwer Polska, Warszawa 2016

Additional literature:

• Altkorn J., Strategia marki, Polskie Wydawnictwo Ekonomiczne, Warszawa 1999

• Beliczyński J., Planowanie mediów w zarządzaniu reklamą, Antykwa, Kraków 1999

• Czarnecki A., Korsak R., Planowanie mediów w kampaniach reklamowych, PWE, Warszawa 2001

• Gajlewicz M., Techniki perswazyjne. Podstawy, Difin, Warszawa 2009

• Jones J. Ph., Jak działa reklama, Gdańskie Wydawnictwo Psychologiczne, Gdańsk 2004

• Kozłowska A., Reklama. Socjotechnika oddziaływania, Wydawnictwo Szkoły Głównej Handlowej, Warszawa 2001

• Nowak P. W., Media planning, Proteus Marketingowy Dom Wydwniczy, Kraków 2001

Knowledge

• Knowledge of basic concepts related to advertising.

• Awareness of advertising influence mechanisms on recipients.

• Knowledge about the principles of creating advertising strategies and media plans.

• Knowledge of different types of ads in different types of media.

• Measuring the effectiveness of ads.

Skills

• Planning an advertising strategy and creating a media plan.

• Analyzing advertising messages using the method of analyzing content/content of messages - preparation for conducting independent analysis for the purposes of the thesis.

• Presenting analysis results in the form of a multimedia presentation.

Social competence

• Understanding how advertising impacts audiences.

• Awareness of the role of the consumer (and therefore the participant in the class) in the advertising process.

• Teamwork to solve the problem.

• Providing constructive feedback to others.

The participant can receive a maximum of 100 points, of which:

1. A maximum of 30 points is awarded for attendance during classes (the number of unlimited classes is included in the calculation, students who participated in all classes receive additional points). The absences limit is 2 absences per semester.

2. A maximum of 70 points is awarded for the completion of the final work (the group presentation). Details will be announced at the beginning of the semester.

Final score:

0-70 points - 2

71-75 points - 3

76-80 points - 3.5

81-85 points - 4

86-90 points - 4.5

91 points and more - 5

Work evaluation criteria:

1. Correctness of the task - the compatibility of the proposed solution with suggestions of the lecturer

2. Including all elements of the task

3. Linguistic correctness - no spelling, word, grammar, stylistic and substantive errors

4. Consistency of each part of the solution with the other parts

5. Visual layer - transparency, neatness, graphic attractiveness

Lack of