(in Polish) Strategia i kreacja reklamy 2700-SKR-OG

Definitions, features, functions of advertising. Image advertising, corporate advertising, product advertising and social advertising. General determinants of advertising effectiveness. Advertising strategies. Planning and implementation of an advertising campaign. Concepts and forms of advertising messages. Advertising models. How advertising affects us. Features of good advertising. Needs and desires - how advertising responds to them. Relationships between advertising and marketing, public relations, brand communication and corporate communication.

Target group, fit and lack thereof, cultural, social and historical contexts, advertising message, choice of reach channels, frequency and length of the campaign. Image, sales, social and political advertising. Persuasive techniques used in advertising. Advertising message. Copywriting, advertising language, persuasive techniques used in advertising. The influence of advertising and resistance to communication.

Advertising Insight. Examples of building insights. Relying on customers' implicit desires. Emotions used in advertising. Controversies in advertising and examples of shockvertising campaigns.

Ethics in advertising. Legal basis of the advertising market. Self-regulation of the advertising market. Advertising Council and Advertising Ethics Committee. Advertisements that discriminate on the basis of gender, are indecent, harmful to children, etc. Advertisements that Poles complain about. Case studies of the most complained about advertising.

Characters and entities in advertising - man, authority, child, gender, physical attractiveness, stereotypes, emotions, humor, mood, events. deals. Appeals in advertising – comfort, luxury, better health, enjoyment of free time, saving money, etc. Brand heroes. Emotional advertising. Christmas advertising.

The most important stereotypes and images of women and men in advertising. Womemicis and femvertising, dadvertising and other advertising trends.

Case studies from Poland and abroad related to all topics discussed during classes.

Type of course

elective courses
general courses

Mode

Classroom

Course coordinators

Jarosław Kończak

Learning outcomes

Knowledge
1. Basic knowledge of the concepts and determinants of advertising effectiveness.
2. Concerning the positioning of advertising in the communication process, relations with PR and sponsoring.
3. Knowledge of persuasive techniques, the construction of advertising messages and the impact of advertising.
4. Knowledge of the main terms and concepts related to advertising
5. Knowledge of the most frequently used motifs, entities, references in advertising messages, and the role of brand hero
6. Knowledge about stereotypes and images of women and men in advertising.

Skills
1. Evaluation of advertising activities and presented messages.
2. Selection of advertising tools to the form of communication, defining target groups.
3. Assessment of the motives behind advertisers' actions and the means of manipulation and persuasion used.

Other competencies

1. Understands the need for creative, non-standard thinking in PR and advertising communication
2. Understands the need to define goals, target groups and research implemented projects.
3. Understands what mechanisms operate in the advertising market and what subtle game advertisers and recipients play.

Assessment criteria

1. Classes are obligatory - max. 2 absences allowed.
2. Written work (advertising analysis) + written final examination (test)
3. People who prepare the best works are exempt from the exam.

Bibliography

1. Olins W, O marce, Instytut Marki Polskiej, Warszawa 2004
2. Ogilvy D, O reklamie, Wydawnictwo Studio Emka, Warszawa 2013
3. Veksner S, 100 idei, które zmieniły reklamę, Top Mark Centre, London 2015
4. Dariusz Doliński, Psychologiczne mechanizmy reklamy, Gdańskie Wydawnictwo Psychologiczne, Gdańsk 2005
5. Murdoch A., Kreatywność w reklamie, Państwowe Wydawnictwo Naukowe, Warszawa 2004
6. Barry P, Pomysł w reklamie, Wydawnictwo naukowe PWN, Warszawa 2010
7. Caples J, Skuteczna reklama, Dom Wydawniczy ABC, Kraków 2001
8. Kończak J, Bylicki P, Marka korporacyjna i jej komunikacja, Public Dialog, Warszawa 2018
9. Kozłowska A., Reklama. Socjotechnika oddziaływania, Wydawnictwo Szkoły Głównej Handlowej, Warszawa 2001

Additional information

Information on level of this course, year of study and semester when the course unit is delivered, types and amount of class hours - can be found in course structure diagrams of apropriate study programmes. This course is related to the following study programmes:

Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system:

Description of 2700-SKR-OG in USOSweb