Estratégias Publicitárias

N/A

The syllabus will be developed using:

i) expository theoretical sessions,

ii) theoretical-practical sessions analysing and discussing cases

iii) practical creative development sessions in class

Continuous assessment will consider:

– preparation and presentation of a briefing – 40%

– preparation and presentation of a creative campaign – 40%

– creation of an individual portfolio throughout the semester (individual component) – 20%

Assessment by exam will consider:

– individual work consisting of the realisation of an advertising campaign tailored to a brief defined by the lecturer. The work must be handed in on the day of the course exam – 50%

– written exam, to be taken during the exam season – 50%

We aim for students to learn:

– What is advertising, its domain, construction and application;

– How to create adverts, with words, sounds and images;

– Develop an appropriate briefing designed to meet the needs for a given context;

– Be able to respond critically and assertivetely to the briefing, realizing which topics are necessary to be discussed and relevant to the advertising creation;

– Apply a creative approach to problems and suggest communicational strategies for their resolution, namely with advertising techniques.

Part I: Introduction to advertising

1.1 The different types of communication

1.2 The nature and characteristics of advertising

1.3 Contributors to the advertising communication process

1.4. Contributors to the advertising business

1.5. The Portuguese advertising market

Part II: Advertising at the service of the brand

2.1 Advertising in the creation of a brand identity

2.2 Positioning, awareness and image

2.3 History of advertising: a repository of brands

Part III: Strategy and communication plan

3.1 From marketing strategy to advertising strategy

3.1.1 The objectives of advertising communication

3.1.2. The target audiences for advertising communication

3.1.3 The marketing-advertising correspondence

3.2 The communication mix

3.2 The briefing

Part IV: Advertising creation: from idea to campaign

4.1 Where creative ideas come from

4.2. The creative process

4.3. The creative mix

4.4 Creativity and the media

4.5. The media plan and campaign evaluation

• - Exam - 50.0%
• - Individual and/or Group Work - 50.0%

• - Creation of an individual portfolio over the course of the semester (individual component) - 20.0%
• - Development and presentation of the creative campaign - 40.0%
• - Preparation and presentation of a briefing - 40.0%

NAO