Infopaket

Psychological technology of advertising

ВБ.2.03

Вибіркова дисципліна для ОП

Second

2023/2024

3 Semester

5

LO4. To make a psychological prognosis for the development of personality, groups, organizations. LO5. To develop programs of psychological interventions (training, psychotherapy, counseling, etc.), implement them in individual and group work, evaluate their quality.

1. Students shall know the basic concepts of social psychology, regularities of communication and interaction, peculiarities of group processes; basic concepts of advertising, mechanisms of socio-psychological influence. 2. They shall be able to operate the conceptual-categorical apparatus of social psychology, psychology of advertising, to recognize and qualify certain socio-psychological processes and phenomena, to have basic skills of planning advertising communications, psychological expertise of advertising. 3. They shall have the skills of theoretical analysis, planning and implementation of socio-psychological research, communication skills for the presentation of own intelligence, discussions and group work.

The course purpose is to provide a comprehensive understanding of the psychological nature and essence of advertising influence, to master the theoretical and methodological principles of planning and implementation of advertising technologies in various areas, to develop advertising management skills and psychological support of advertising activities. The structure of the discipline includes 3 content modules. The first one is devoted to the study of the general principles of the technologization of advertising influence, techniques of psychological influence in advertising and the basics of psychological expertise of advertising. The second module introduces the main types of advertising technologies in the commercial sphere (naming, positioning, branding, etc.). The third module introduces advertising technologies in the non-commercial sphere.

1. Butenko N.Iu. Sotsialna psykholohiia v reklami: navch. Posibnyk. K: KNEU, 2006. 384 c. [in Ukrainian]. 2. Dzhefkins Frenk. Reklama: praktychnyi posibnyk (O.O. Chystiakova per. z 4-ho anhl.). Kyiv : Znannia, 2008. 565 s. [in Ukrainian]. 3. Zazymko O.V., Korolchuk M.S., Korolchuk V.M. ta in. Psykholohiia reklamy: navch. posib. dlia stud. vyshch. navch. zakl. Kyiv : Kyiv. nats. torh.-ekon. un-t., 2016. 384 s. [in Ukrainian]. 4. Dru Jean-Marie (2007). How Disruption Brought Order: The Story of a Winning Strategy in the World of Advertising. St. Martin's Press 5. Mark Margaret, Carol Pearson (2001). The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes. McGraw Hill, 400 pages

Lecture, seminar, individual work

Assessment methods: recitations (speeches at the seminar, participation in discussions and debates, additional remarks), modular control tests, analytical independent work, creative independent work. Form of final control - exam. Organization of evaluation: Assessment is carried out during the semester for all types of work. The maximum number of points for work during the semester is 100. Evaluation during the study period (minimum 36 / maximum 60). A student is not admitted to the exam if he scored less than 36 points during the semester. The maximum number of points that a student can score on the exam is 40 points, the minimum is 24 points. Rating scale: 90-100: Excellent 75-89: Good 60-74: Satisfactory 0-59: Fail

Ukrainian