Marketing Communication 1

Subject guarantor:

Pavel MAURER

Name of lecturer(s):

Pavel MAURER

Learning outcomes of the course unit:

Basic information regarding marketing in general and subsequently focusing on AV works.

Mode of study:

This course introduces the basics of this study, terminology and main processes in marketing. It also clarifies the difference between commercial and non-commercial marketing.

Prerequisites and co-requisites:

Completion of the course paper for award of credit.

Recommended optional programme components:

Course contents:

1. Marketing communication

What is marketing communication? (Product, Price, Positioning, Placement, Promotion, People). Briefing (Who, what, when, where, how, why). Contract commissioning and development. KISS+SMART. Advertisement as period phenomenon - student quotes (1994-2004). D. Oglivy quote

2. Agency

How does an advertisement agency work? Characteristics of individual departments. English in advertisement. Trade terminology.. What does a communications agency look like? (advertisement, public relations, One-2-one or B-2-B communications, ATL, BTL, Internet). Agency presentation (Ogilvy Group credentials). Production. In-house and external productions. Production in TV, Photo and Print? ) influence of the selection of the creative team.. Casting - the grief in a small market, location (Forte). The director stance on how to make a showreel.

3. Creativity

Who creatively forms an advertisement? Relations of an agency with external artists. Artists in advertisement (use and misuse). Skill in abbreviation. How does an original idea come about? Writer's remuneration. Legal aspects of „artistic contracts.“ Dangers of stealing ideas. Who is the real originator in an advertisement? (How did the brand „Forte“ come about? Storyboard development and client strategy). Success criteria (single-minded, joke, abbreviation, the moment of surprise, memorable moments, technically perfect.

4. Festival advertisement

Screening of Cannes, Epica, Portorož (Commented screening of the most interesting advertisements in the world).

5. Advertisement without borders?

Does it exist? Particulars of international and local advertising concepts (commented screenings, Diesel Jeans „for your successful living“). The Apple Macintosh story.

6. Sponsoring

The art of sponsoring or how to acquire a financial partner for your film/theatre/exhibit/sports club project and how to not appear like a beggar.(3oaks, Gurman, film, Festival). Goodwill, Corporate citizen. The form of the offer, marketing knowledge of the situation and needs of the future partner. Do not allow screenplay reading! Patronage, global problems (Shell, Cannon - wild Life, Benetton, British Gas).

7. Brand stewardship

Brand builiding, brand awareness. Corporate identity. Example of style unity maintenance in advertising communications (Development of the Gurman/Grand Restaurant project, 360 degree branding.

8. Beer positioning

The secret to proper communications and positioning or - unreal anectdotes functioning the best! „Unbelievable characteristics of beer.“ The most celebrated TV advertisements for beer in Europe and the US.

9. VOLVO brand building

Unified manner of communications ensuring the secure and long-term position of the brand on the market.

10. How to kill an idea?

Basic principles of the creative proces in advertisement. 10 guaranteed pieces of advice on how to definitely kill a good idea.

11. Art of presentation.

The most important points of how to present a project or idea. Tehcnical and personal requirements for success. The rating scale A-B-C. Does PowerPoint have power?

12. Advertisement text

Each text of communication has its nature. What to write and not to write. Claim - slogan - headline. People want to hear stories.

13. The fragile concept of loyalty.

What is CRM, „one 2 one“ communications. Advertisement as an unwanted guest, who wants to agressively pus into our lives - how can this work otherwise? Battle of brands.

14. Artists in advertisement

Those who always and those who never, and those who don't lose their form. Dangers of personifying a brand with a „face.“ UBS - A Sunday Moment of Poetry.

15. God has an image problem and IKEA Ostrava.

Two sample studies of interesting communications projects.

Recommended or required reading:

Kotler, Philip: Marketing Management

Ogilvy, David: Zpověď muže reklamy

Ogilvy, David: Ogilvy o reklamě

Toscani, Olivier: Navoněná zdechlina

Weeklies:

Strategie

Marketing & Media

Websites:

www.advertising.com

www.mam.cz

www.istrategie.cz

www.brandchannel.com

Planned learning activities and teaching methods:

Assessment methods and criteria:

Attendance in lectures, credited written paper.

Course web page:

Note:

Schedule for winter semester 2012/2013:

	06:00–08:0008:00–10:0010:00–12:0012:00–14:0014:00–16:0016:00–18:0018:00–20:0020:00–22:0022:00–24:00
Mon
Tue	místnost 107 Učebna 1 (Lažanský palác) MAURER P. 16:30–18:05 (přednášková par. 1)
Fri
Thu
Fri

Date	Day	Time	Tutor	Location	Notes	No. of paralel
	Tue	16:30–18:05	MAURER P.	Učebna 1 Lažanský palác		přednášková par. 1

Schedule for summer semester 2012/2013:

The schedule has not yet been prepared

The subject is a part of the following study plans:

• Produkce - magistr (qualification subject)
• Produkce (Mgr.) (compulsory optional subject)