Описание:This subject is dedicated to the psychological content of the complex system of marketing communications. The advertising is considered as the practical activity, social phenomenon and the object of scientific interest. The direct advertising contact between the message and the audience, the semantic specifics of the advertising content and various aspects of target group reactions are the big concern of the course. Another point of interest is the indirect influence: hidden channels of communications, the context of interaction between the advertiser and consumers, where the moment of meeting the commercial or print is the culmination, but just a part of the communication process. The descriptions of control tools over psychological contact to wide extent helps to understand the phenomenon of advertising in full scope.
The students do an individual project along the course. They build a concept and a strategy of communication for a new campaign of social advertising. The creative solution of this task relies upon the teaching lessons and current feedback from discussions of intermediate versions of project’s parts. The project follows the logics of lessons sequence. It starts with the analysis of existing PSA cases from the point of view over their correspondence to effective communication principals. Then the students develop their own campaign: the concept – the structured view of the new idea in its essence and most important sides, the strategy – the plan of communicative steps for successive change of target audience disposition for benefit of the new idea. Both concept and strategy build the brief for creative and executive realization of the idea by the professionals of the industry. Finally, the project stands the problem for a fundamental psychological study, answering the key questions of the campaign on the focus.