Faculty Advertising Technologies presents: The programme of an obligatory course of doctoral studies (DBA) on specialism Advertising Technologies

Theme 1. Advertising as element of marketing. Advertising: trade and art.

Creative basis of advertising campaign: beauty, functionality, adaptability to manufacture. Marketing as principle of economic activities. Market of the seller. Market of the buyer. Basic concepts of management of business: perfection of manufacture, perfection of the goods, perfection of business efforts, marketing, social - ethical marketing, de-marketing. Complex of marketing: goods, price of goods, channels of distribution of goods, stimulation of selling. Variants of other classifications. Place of advertising in complex of marketing. Advertising and PR: definitions and essence. Advertising and PR: practice of applicability of methods. Versions of advertising: business, political. Possible and impossible in advertising. Business - plan and the plan of advertising campaign. Analysis of market opportunities (difference of a sight of the advertisement maker from sight of the manufacturer). Forecasting of demand. Segmentation of the market. Positioning of the goods. Target groups of influence and unique commodity offers. Advertising: domestic and foreign (Moscow, the Russian regions, the West, the East, less developed countries) - similarities and differences. Professionalism and intuition. Creativity and craft. Essence and sense of creative technologies in advertising. Business effectiveness of advertising creativity. Dangers of creative failures. Methods of estimation of creative: focus - group interviews, deep interviews, sociological interrogations, trial sales. Development cycles of creative product and stages of testing. Features of management of creative activity. The advertisement maker as the organizer, the creator, the technologist and the economist. The advertising reference: types forms, contents, structure and composition. Creativity in advertising. Creative potential of the advertising manipulation: methods of estimation. Copyrighter’s roles, the designer, art - director, creative director and the Customer in creation of a creative advertising product. Creative and business parameters, mutual relations of the client and the executor at performance of works from a creative component. Advertising text, advertising slogan, the unique commodity offer. Copyrighting. Key rules of work with the text. Four- individual construction of text advertising manipulations. Semiotics and stylistics of advertising. Language of advertising: expressive and art - graphic means. Means of amplification of influence of the text: stylistic figures, tracks. Language features of various kinds of advertising: radio, TV, printed, Internet, etc. Design of advertising manipulation. Methods of its estimation. Key rules of art editing. Adaptability to manufacture of creative decisions: concepts, traditional mistakes and dangers. Technique of the order and an estimation of creative advertising work from the point of view of its functionality and adaptability to manufacture.

Theme 2. Planning of advertising campaign.

Branding and a brand - building. Branding as the most effective tool of marketing to increase capitalization of the company. Brand value as a non-material asset. Identifying purposes and tasks. Marketing advertising - marketing researches and analysis of results. Methods of gathering of marketing information. Complex researches of «style of life». Special researches «under task». Interaction of the advertisement maker and Customer. Features of recognition of the goods, the advertisement maker and the Customer. Questionnaire as effective tool of information exchange. Advertising campaign: correct statement of tasks. Differences in advertising goods for both end and intermediate buyers. Purposes and tasks of type classification of advertising manipulations and channels of distribution. Reserve of attempts of structurization. Planning of advertising campaign, methods of identifying advertising budget - analytical, expert. Development of concept of advertising campaign. Development of creative concept. Development of advertising production. Polygraphic advertising: leaflet, booklet, prospectus, catalogue, poster, calendar and souvenir production. Various carriers of the image - natural and synthetic. Methods of depreciation of polygraphic advertising production. Advertising in electronic mass-media: body and radio. Cinema and video clips. Basic forms. Features of hire on air. Price characteristics. Advertising in printed editions: central, local, departmental newspapers; magazines - general consumption, popular scientific, branch, corporate; acyclic editions - advantages and lacks. Price characteristics. Direct post advertising and direct-marketing. Merits and demerits. Additional opportunities in connection with polygraphic «digital revolution». Price characteristics. Outdoor advertising: boards, panels - arms, signboards, fireproof walls, roof installations, light boxes. Advertising light both highlighted. Projective and screen advertising. Non-standard outdoor advertising. Advertising on moving carriers. Features of original - prototyping of outdoor advertising. Methods of seal. Basic materials. Applicability of the outdoor advertising and price characteristics. Advertising on places of sales (indoor and outdoor). P.O.S.-materials and packing. Souvenir advertising: Applicability, hierarchical structurization, nomenclature, dressing and personification. Advertising in Internet: banners, contextual. Efficiency and price characteristics. Nonconventional advertising carriers and channels of distribution. Product Placement and Cross Promotion. Exhibitions and fairs as effective means of stimulation of selling. Testing of advertising production (focus - group interviews and statistical social methods). Mistakes of testing. Research of audience of mass-media. Optimization of plan with help of media-plan parameters. Basic media-plan parameters. Computer media planning. Optimization on absolute and relative parameters. Factors influencing results of media planning. Methods of estimation of efficiency. Variants of coordination with selling, change of level of knowledge of mark and loyalty of buyers. Problems of estimation and way of their decision. Examples of planning for particular advertising campaigns. NOTE: The Business Sociology is studied by separate course under programme Master of Public Administration.  Image. Image of firm, image of goods. Corporate style. Constants of corporate style. Trade mark. Corporate block. Technique of development and criteria of estimation of corporate style. Brand - beech. Patent protection of elements of corporate style. Price characteristics. Trade mark - mark - a brand. Economic sense branding production. Umbellate and sub-brands. Features branding of Russian production. Features branding national and regional marks.

Theme 3. Pre-printed technologies in manufacture of advertising product.

Identifying of place of polygraphy in advertising activity. Introduction of the term "original - breadboard model". General requirements to original - breadboard model. Special requirements: depending on method of the further reproduction. Basic methods of seal: high, deep, flat, digital. Combined seal. Requirements to originals of illustrative materials ("images"). Basic methods of their reception. Place of phototechnologies in advertising process. Principles of reception of the black-and-white analog and digital facsimile. Principles of reception of the color analog and digital facsimile. Basic parts and mechanisms of camera. Types of the photoequipment and accessories. Technical equipment "mirror" and "long-range". Choice of the photoequipment for advertising shooting. Technical requirements to photos, slides and files for their successful polygraphic reproduction.
Problems of scanning of analog images. Creative aspects of phototechnologies. Theory and practice of  advertising photo. Screen skill. Art editing. Arrangement of photoworks in advertising agency. Computer technical equipment - technical basis of advertising processes. Differences of graphic station from office and specialized computers. Basic units and units of graphic station: parent payment, processor, controllers, devices of operative memory, etc. Their types and their interrelation at forming architecture of graphic station. Stores of information - internal and external. Arrangement of computer network in  design - bureau. Application of network server. Monitors: types and choice depending on problems to solve. Scanners: types and a choice depending on problems to solve. Technologies of access to remote resources: external network, Internet. Problems of archiving of development and original resources. Technical features of delivery of tasks and reception of orders at work from a design - bureau. Problems of protection of computers and networks from the non-authorized access. Reception of photo forms. Technologies. Circuit of a site "pre-print". Features of processing and reproduction shaped and tunes images. Reproduction of the one-colorful and polychromatic original. Color and Models. Brushing in one and a polichromatic seal. Linear and stochastic brushing: features and applicability. Digital seal and devices for manufacturing printed forms. The general technological processes of all forms: manufacturing of photo forms and printed forms. Phototypesetting automatic devices: technical and operational features, important for the advertisement maker - customer of polygraphic production. Manufacturing of printed forms by traditional way. Manufacturing of printed forms on devices «Computer to Plate », passing photo forms. Color-proofs «from a file» and « with tapes». Color correction in advertising: from the original up to ready-to-use product. Arrangement of interaction of advertising agency of department with professional pre-printing.

Theme 4. The basic printed technologies in advertising.

Place of printing technology in advertising process. Classification of means of printing technology. "Small" digital seal: printer’s jet, solid-state, sublimation, laser.  "Average" digital seal: printers - copy machines, duplicators, small digital offset machines. Specialized digital devices for seal and dressing: large-format printers, laser and mechanical engravers, etc. Forms technologies of operative polygraph technology: hot stamping, small silk-printer equipment, small offset, special technologies. After printed technologies of operative advertising polygraph technology: cutting (disk, sables cutting torches; the last - mechanical, electromechanical and hydraulic types), finishing and stitching (selection, varnishing, etc.) Equipment and processes. Identifying of optimum parity of performance of advertising - industrial orders «at itself» and «on the party». Place of offset printing in advertising. Types of advertising production made by offset printing method. Basic technological processes and devices of offset printing: manufacturing of photo forms, printed forms, seal. Offset machines of easy and heavy type: polychromatic, sheet and rolled. Digital offset printing. Basic problems of offset printing and most frequently meeting reasons of printed marriage. After-printed technologies in offset printing house. Problem of choice of advertisement maker of printing house. Correction of  original - breadboard model « under the machine ». Application in advertising other technologies of seal and dressing, including, for seal on "problem" materials: flexography, silk-printer, hot stamping. Types of advertising production sealed with  help of these technologies. Their features with reference to original - prototyping. Criteria of estimation of quality of advertising production. Arrangement of interaction of advertising agency of department with printing industrial company. Criteria of estimation of quality of seal and dressing. Properties of paper: geometrical, optical, mechanical, parameters of uniformity of structure. Choice of paper depending on types of production and such as machines. «Design» papers. Acclimatization of  paper. Typical mistakes at use of papers for manufacture of advertising production. Non-paper carriers of image used in advertising industry. Paints and account materials in advertising. Special paints for seal on "problem" materials.

Theme 5. Basic advertising and PR-technologies in advertising practice.

Place of mass-media in advertising practice. Advertising campaign: why it is impossible without mass-media. Advertising campaign: inefficient use of mass-media. Media planning and estimation of efficiency of mass-media. Basic parameters of media planning: rating, share, frequency, GRP, affinity, TRP, CPT and others. Estimation of scope of audience. Concept "circulation" both in general and in particular in the Russian advertising. Mechanisms of media-levels monitoring. Ratings and rotations. The parameters influencing advertising manipulation in mass-media. Role of creativity in media to advertising. Electronic and printed mass-media: characteristic and features of use. Specialized limited mass-media. Advertising in the Internet: yesterday, today, tomorrow. Promo-tools for promotion of sites and production. Estimation of efficiency of advertising in the Network. Advertising and public relations - similarities and distinctions from the point of view of advertisement maker. PR as mechanism of stimulation of selling. Actions PR: Classification and particular examples. PR «in execution» advertising agency. Advertising technologies in PR. Place of outdoor advertising in advertising campaign. Estimation of prospective efficiency of outdoor advertising. Classification of objects of outdoor advertising on functional applicability and design. Features of prototyping of outdoor advertising, binding to installation site. Advertising on moving carriers. Advertising "highlighted", light, projective, dynamic. Light screens. Basic technologies and materials used in outdoor advertising. Technologies of dressing: painting, large-format digital seal, vinyl application, thermo-transfer. Basic account materials (plastics, reinforced vinyl fabric, films, etc.) . Legal problems at accommodation of outdoor advertising. Problems of safety precautions in outdoor advertising. Interaction of  advertiser with producers of outdoor advertising. Typical mistakes at the order and accommodation of objects of outdoor advertising.

Theme 6. BTL-technologies, dispatches and personal promotion in advertising practice.

Place of DM in advertising arsenal. Estimation of necessity of application of DM. Dispatches address. Comparison of direct post dispatch with other kinds of advertising communications, traditional and in light of "digital" revolution. Printing basis of post dispatch: creativity and industrial tasks. Requirements to address bases. Creation and support of address bases. Work with mail, state and alternative. Pluses and minuses of express service. Dispatch by "not post" methods: investments in mass-media, allocation in communication networks. Estimation of efficiency of application. Advertising as a part of the fourth element of marketing mix. Advertising component of "not advertising" actions. Stimulation of sales in retail: gifts, actions, PR-actions, merchandising, network sales. P.O.S.-materials: wobblers, mobile, floor schedule, dispensers, etc. Mobile expo-systems as a part of direct-marketing. Features of prototyping, equipment, materials, technologies of dressing. Differences internal large-format schedules from external. Exhibitions as powerful tool of advertisement maker and expert in marketing. Tentative estimation of efficiency of participation in exhibition. Choice optimum from the point of view of advertiser of expositions: on target audience, on time and place of carrying out, on direct and indirect expenses for action. Variants of arrangement of the exhibition stand. Methods of increase viewable expositions. Four basic "roles" of the bench personnel: “ice-stopper” ,"communicator", "person accepting the decision”. Estimation of readiness of personnel and its training. Components of exhibition budget: rent of the area, construction (rent) of the exhibition stand, registration of bench space, additional services for the period of exposition, advertising and promo-materials, expenses for transport, expenses for personnel. Actions on increase in efficiency: invitations to stand, press conferences and briefings, assemblies of dealers, target presentations. Rules of work with visitors. Basic exhibition and presentation equipment. Multimedia presentation technical equipment: projectors, screens, liquid crystal and plasma panels. Acoustic and light equipment. Reporting on the work at exhibition. Estimation of its efficiency upon termination of action and later. Typical mistakes of exhibitors. Interaction of exhibitor with organizers of exhibition.

Theme 7. Organization, management and staff of advertising agency.

Advertising agency and advertising department: similarities and distinctions. Realization of advertising campaign "by own strength" and with help of foreign organization (advertising agency): pluses and minuses of both approaches. Choice of advertising agency, advertiser, and subcontractor - advertising agency: basic approaches. Advertising agency: intermediary or manufacturer. Vertical management of advertising agency and circuits of its structure at different stages of development. Western models of management of advertising agency. Features of the organization of Russian advertising agencies. Management «on directions» and «under projects» in small and average advertising agencies.  Responsibilities of managers in Russian advertising agencies. Production-managers and sales-managers. Duties of executives of advertising projects (brand- manager, account-manager). Diversification advertising "manufacture" and outsourcing in advertising agency. Delegation of powers to subordinate employees in advertising agency at career growth. Principles and trial-and-error method of staff in advertising agencies: announcements of hiring, recruitment agencies, own rates, etc. Professional and "universal" requirements to employees in advertising agency. Features of vocational training in different departments in advertising agency. Basic minimum of knowledge necessary to work in advertising. Problems of motivation of work of employees in advertising agency. Possible reasons of inefficient work of advertisement maker. Features of selection and management of creative personnel. Dialogue “worker – employer” at employment from both parties: search of  work / worker, drawing up / CV analysis, behavior at internal meeting, removal of decision. Security measures at reception of personnel for work and during work. Protection against «the non-authorized access», business espionage, financial untidiness.

Theme 8. Account, finance and rights in advertising practice. Key rules of non-conflict business.

Necessity of account, control and documenting of all business processes in advertising agency. Formalization of business relations: contractual base. The basic documents used at work in advertising agency:  price-list, contract, account, waybill, certificate of acceptance, account- invoice, account warrants, check of control-cash machine, commodity check, power of attorney and others. Features of document circulation at cash and non-cash calculations. Bank documentation which is made out at work of advertising agency. Documentation connected to registration and legalization of hired employees. Documents authorized. Documents technological: technological map, form of the order, specification of the order, certificates of write-off of materials, equipment, etc. Documents normalizing safety precautions regulations at the company. Measures of punishment for incorrect document circulation. Dangers of incorrect document circulation. Examples from practice. Creation of rigid technology of document circulation - basis of financial safety of advertising agency. Planning of financial parameters of advertising agency. Estimation of economic efficiency of advertising agency: preliminary, current, final. Mechanisms of the statistical and tax reporting. Taxation of advertising. Basic kinds of taxes. Federal and local taxes. Principles of optimization of taxation without output from a legal field. Tax privileges. Type of registration of advertising agency (joint-stock company, society with limited liability, businessman without formation of legal person) from the point of view of tax loading. Small enterprise as a form of existence of small advertising, advertising - industrial agencies in Russia. Leasing as means of development of company with simultaneous minimization of tax loadings. Planning of financial parameters of work in advertising agency in view of tax loading. Legal bases of business in general, Russian business in particular. Licensing of separate types of business. Features of legal regulation of advertising in Russia. Legal regulation and self-regulation: the Law and the Code. The most important clauses of the Law about advertising. Most frequently meeting infringements of this law. The law on the author's and adjacent rights and advertising activity. The law on protection of trade marks and advertising activity. Other laws of the Russian Federation, (including - about tax infringements and crimes) which clauses concern advertising activity. Methods and mechanisms of forming correct attitudes with customers of advertising agency. Written agreement which clauses do not contradict current legislation, - basis of conducting non-conflict business. Compromise as a method of non-conflict business. Borders of the correct compromise. Uncompromising situations in business. Concept "trade secret". Account and control over advertising agency from the point of view of preservation of a healthy social climate. External and internal PR as means of stabilization of collective. Corporate spirit, corporate idea and corporate traditions in advertising agency. Encouragements and punishments of the personnel from the point of view of internal PR. Features of management of creative activity and management of creative collective. Corporate identification and maintenance of validity (and predict-abilities) encouragements and punishments - a basis of creation and preservation of a healthy social climate in advertising agency.

Разработка и создание web-сайтов