Learning Results
The purpose of the Advertising Policy and Communication is to provide an overview of advertising and
communication as a multidisciplinary activity. Thus, advertising and communication will be contextualized in the
economic, social and communication systems in contemporary society and, moreover, their actions as a
communicative process between brands and consumers. The most relevant aspects of upcoming activities and
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advertising and communication novelties will be analyzed in order to develop students’ skills in designing a plan of
Advertising and Marketing Communication, developing thus a coherent Advertising and Communication tools for a
distinctive market positioning and place.
Program
Introduction to Communication and Advertising Policy
Marketing and communication
The strategies of communication
Understand recipients – Theories of Communication
Capture and hold the audience’s attention
Understand advertisers
Historical Evolution of Advertising and Communication
The brand and the consumer
Other forms of communication
The targets of advertising
Advertising regulation and self-discipline
Agencies and professions of communication
Jobs / Advertising Functions
Methods of advertising creation – the briefing and copy strategy
The language of advertising
The evaluation of the advertising creation
The media
Production and selection of the media and media
The future of communication
Internship(s)
NAO
Bibliography
Belch, G. – Advertising and promotion: an integrated marketing communications perspective, 7ª Edição, McGraw
Hill, 2006
Brochand, B. E outros – Publicitor, 1ª Edição, Dom Quixote, 1999
Gomes, A. – Publicidade e Comunicação, 1ª Edição, Texto Editora, 1991
Kitchen, P. – Marketing Communications: Principles and Practice, 1ª Edição, Thomson Learning, 1998
Lampreia, J. – Comunicação empresarial – As relações públicas na gestão, Texto Editora, 1992
Lindon, D. e outros – Mercator XXI, 10ª Edição, Dom Quixote, 2004
PERCY, L. – Strategies for implementing integrated marketing communications, 1ª Edição, McGraw Hill, 1997
Plantier, C. – Publicidade e Comunicação, 1ª Edição, Texto Editora, 1991