Advertising

N/A

The syllabus will be developed through:

i) theoretical sessions

ii) theoretical-pratical sessions with analysis and discussion of cases

iii) pratical sessions of creativity development in class

a) Evaluation by frequency: group assignment, that is divided int he following evaluation parameters: elaboration and presentation of the advertising campaign – 40%; active participation in class and work development (individual evaluation) – 30%; ellaboration of individiual assignments (individual evaluation)  – 30%.

b) Evaluation by exam: individual assignment (50%) consisting on the elaboration of an advertising campaign responding to a briefing given by the professor. This assigment must be delivered in the same date of the written exam; a written exam (50%), in the date set by the exam’s calendar.

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: Advertising

1.1. Advertising

1.1.1. Nature and characteristics

1.1.2. Players in the process of advertising communication

1.1.3. Players in the advertising business

1.1.4. The portuguese advertising market

Part II: The creation of an advertising campaign

2.1. From marketing strategy to advertising stratey

2.1.1. The goals of advertising communication

2.1.2. The targets of advertising communication

2.1.3. The choice of positioning

2.1.4. The matches marketing-advertising

2.2. The briefing

2.2.1. Definition of briefing and debriefing

2.2.2. Goals and advantages of the briefing

2.2.3. The creation of the briefing

2.3. The creative strategy

2.3.1.The communication axis and the creative approaches

2.3.2. The communication concept

2.3.3. The mockup

2.3.4. The general structure of the message

2.3.5. The strategic creativity and the creativity of expression

2.3.6. Creation for radio, TV and print

2.4. The media strategy

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

• - Individual and/or Group Work - 40.0%
• - Attendance and Participation - 30.0%
• - Individiual Assignement - 30.0%

NAO

Brochand, B., Dionísio, P., Rodrigues, J., De Baynast, A. (2010). Publicitor – Comunicação 360º online-offline. Dom Quixote.

Cardoso, P. (2002). Estratégia Criativa Publicitária – Fundamentos e Métodos. Edições Universidade Fernando Pessoa.

Kotler, P., Kartajaya, H., e Setiawan, I. (2017). Marketing 4.0. Actual.

Lindon, D.; Lendrevie, J.; Lévy, J; Dionísio, P.; & Rodrigues, J. V. (2011). Mercator XXI : teoria e prática do marketing. 14ª edição. D. Quixote.

Percy, L., e Elliott, R. (2016). Strategic Advertising Management. Oxford University Press.