Infopaket

Creative Advertising Strategies

ВК 3.2.22

Вибіркова дисципліна для ОП

First

2023/2024

8 Semester

5

PLO 5. Describe the content of functional areas of the organization. PLO 9. Demonstrate skills of interaction, leadership, teamwork.

Full-time form

1. Know: theoretical foundations of macro- and microeconomics, economic theory, marketing, psychology, sociology. 2. Have the skills of analysis and synthesis, induction and deduction, processing of scientific sources of information, calculations of basic economic indicators.

The essence of the concept of "creativity" is revealed; technology of advertising texts development, guidance on creating effective advertising appeals, social responsibility in advertising and creative nonsense, justification of creative choice, the content of J. O’Toole’s strategic approach, characteristics of strategic models: “reasoning/emotions - high/low importance”; "Clarity, identity, promise, simplicity"; "Relevance, originality, impression". The issues of developing an advertising campaign strategy are considered; game techniques in advertising, approaches to writing banner advertising, technologies of mythologizing in advertising, archetypes as a way of representation of advertising, features of advertising in retail, methods of persuasion of clients, social and psychological manipulation in advertising are considered.

1. Друкер Джером А., Дрюниани Бонни Л. Креативные стратегии в рекламе. /Пер. с англ. под ред. Ю.Н. Кантуревского. – СПб.: Питер, 2002. – 384с. 2. Любіцева О.О., Давидова О.Г. Маркетинг в туризмі : практикум. К.: Київський національний університет імені Тараса Шевченка, 2018. 260 с. 3. Міждисциплінарний словник з менеджменту: Навч. посіб. [колективне видання] за ред. Д. М. Черваньова, О. І. Жилінської. К. : Нічлава, 2011. 624 с. 4. Про рекламу: Закон України від 03.07.1996 No 271/96-ВР. Відомості Верховної Ради України. 5. Психологія реклами : навч. посіб. для студ. вищ. навч. закл. Київ : КНТЕУ, 2016. 384 с.

Information-traditional with elements of problem-oriented learning: lectures, seminars, consultations, calculation tasks, independent work.

Forms of student assessment: (max. 100 points / min. 60 points) 1. Oral interview, discussion (LO1; 2.1; 3.2) - 10 points / 6 points; 2. Solving problems (LO 1.2-2.4; 2.1-2.3; 3.1; 4.1, 4.2) - 20 points / 12 points; 3. Testing (LO1; 2.1-2.3) - 20 points / 12 points; 4. Modular test (2 tests, 10 points max. each) (LO 1; 2.1-2.3; 4) - 20 points / 12 points; 5. Independent work (2 written works, 5 points max. each) (LO 1; 2.1-2.3; 3.2; 4) - 10 points / 6 points; 6. Final test (LO 1; 2.1-2.3; 4) - 20 points / 12 points. The final grade in the student's discipline is presented based on the results of work during the semester as the sum of points obtained during the academic semester, including points obtained for independent work and the final test.

Ukrainian