Infopaket

International practice of advertising

ВП 3.1

Вибіркова дисципліна для ОП

Second

2023/2024

1 Semester

3

Acquaintance of students with conceptual, information and program bases and principles of international advertising. Know: basics of communication theory, theory and practice of international advertising and professional standards. Be able to: determine the object and purpose of advertising communication, choose channels and tools for the promotion of international advertising.

- knowledge of the basics of using advertising technologies and their application in international information flows; - the ability to study, analyze, evaluate and apply information and communication strategies in international advertising; - possession of basic skills in collecting, systematizing and analyzing promotional projects in the national and international media space.

Introduction Topic 1. The role and significance of international advertising in modern society. The history of the use of mass media as a means of distributing international advertising. Topic 2. The essence of international advertising and marketing Content and forms of international advertising activity. Topic 3. The main components of the advertising process. Legal regulation of advertising activity. Topic 4. Social advertising. Media planning. Credit modular work 1. Topic 5. Peculiarities of the development of the media advertising market in Ukraine. The strategy of entering the international market. Pricing on international markets. Topic 6. International advertising and communication activity. Topic 7. Advertising activity. Advertising budget. Psychology of advertising. Credit modular work 2.

Lectures, practical training

1) defense of individual laboratory tasks; 2) modular tests. 3) test. Students can receive up to 20 points individual work and writing module tasks. In practical classes, students perform practice-oriented tasks, which are assessed with a maximum of 10 points (threshold level of a positive assessment - 2 points). The content module includes all topics. Mandatory for the test is the performance of individual work provided for in the work program of the discipline.

Ukrainian