• to understand the nature and mechanisms of functioning of marketing communications;
• to know the concept of "advertising", "advertising business", "advertising management";
• to understand the main principles of advertising strategies;
• to know the concept, characteristics and types of advertising strategies;
• to understand the psychological principles of advertising;
• to know the regulatory framework of advertising;
• to understand the institutional and procedural framework of the organization's advertising strategy;
• to understand the specific advertising strategies of educational services;
• to know the main stages of the development and creation of advertising appeals;
• to understand the principles of analysis and selection of channels of communication in international relations, public communications and regional processes.

prerequsite:
• Imageology;
corequisite:
• Information and communication management.

The concept of advertising, its purpose and objectives. Psychological basis of advertising. Advertising appeal. Advertising business. Models of advertising. The concept of strategy in international relations, public communication and regional processes. Classification of promotional strategies depending on the communication goals and objectives. Classification of promotional strategies depending on the display method. Classification of promotional strategies depending on the territorial boundaries of coverage advertising strategies. Classification of promotional strategies depending on the level of innovativeness of the products.Social advertising. The specifics of the promotional strategies for educational services. Development and creation of advertising appeals. Planning marketing strategy. The basic principles of media planning. Modern technology advertising strategies.

1. Obrytko B. A. Reklama i reklamna diialnist. Kurs lektsii / B. A.Obrytko.- K.: MAUP, 2002. – 240 s.
2. Oltarzhevskyi D. O. Sotsialna reklama: navch. posib. /D. O. Oltarzhevskyi ; Ministerstvo osvity i nauky Ukrainy, Kyivskyi natsionalnyi universytet imeni Tarasa Shevchenka, Instytut zhurnalistyky, Kafedra reklamy ta zv?iazkiv z hromadskistiu. - K.: Tsentr vilnoi presy, 2016. - 118 s.
3. Psykholohiia reklamy: navch. posib. / [O.V. Zazymko ... [ta in.]; Kyivskyi natsionalnyi torhovelno-ekonomichnyi universytet. – K.: Kyivskyi natsionalnyi torhovelno-ekonomichnyi universytet, 2016. - 383 s.
4. Trukhimovych S. Reklama: konspekty kopiraitera /S. Trukhimovych. - K.: Kyievo-Mohylianska akademiia, 2016. - 146 s.
5. Khaminich S. Yu. Reklama ta reklamna diialnist u suchasnomu vymiri : monohrafiia / S. Yu. Khaminich, Yu. M. Varych, M. V. Matviiets ; Ministerstvo osvity i nauky, molodi ta sportu Ukrainy, Dnipropetrovskyi natsionalnyi universytet imeni Olesia Honchara. - Dnipropetrovsk: Makovetskyi Yu. V., 2011. - 143 s.
6. Shalman T. M. Osnovy reklamy u sferi osvity: navch. posib. /T. M. Shalman Ministerstvo osvity i nauky Ukrainy, Kyivskyi natsionalnyi universytet imeni Tarasa Shevchenka. – K.: Kyivskyi universytet, 2015. - 127 s.
7. Iatsyshyna L. K. Reklamnyi menedzhment: navch. posib. dlia studentiv vyshchykh navchalnykh zakladiv /L. K. Yatsyshyna, O. M. Demenina; Ministerstvo osvity i nauky, molodi ta sportu Ukrainy, Kyivskyi natsionalnyi universytet tekhnolohii ta dyzainu. – K.: KNUTD, 2012. - 230 s.

• current control: oral interviews, written interviews, individual homework (40%);
• final examination: written examination (60%).