Advertising and Communication

Marketing.

The majority of the course includes lectures, with critical participation of students.

The analysis of texts and relevant materials in the discipline is also used.

Students develop group work, and the results are presented and discussed in class. Each
Each student is also encouraged to bring to class innovative materials and concepts in marketing communication.
marketing communication.

The curriculum unit aims to increase the degree of understanding and the student’s ability to integrate communication into marketing.
The student must understand the phenomenon of communication in general, know the different forms and tools of communication in marketing, understand the process of communication in marketing, and still know deeply the development of integrated communication in marketing and its impacts on the logic of value creation for the company or other type of organization.
More specifically, it is intended that the student identifies and develops the most appropriate communication plans for the context in question, research the forms of communication in current and effective marketing, and to operationalize an integrated program of communication in marketing.

1. Integrated Marketing Communication (IMC)

2. The communication mix

2.1. The mix of the traditional communication

2.1.1. public relations

2.1.2.Sales Promotion

2.1.3. sales Force

2.1.4. Direct Marketing

2.1.5. Advertising

2.1.6. Merchandising

2.1.7. Sponsorship and Patronage

2.2. online communication

3. Advertising in integrated marketing communication

3.1. Advertising and the creation of brand image 

3.2 Development of an advertising campaign

3.2.1 The creation: From the creative idea to the production of the campaign

3.2.1.1 Methods of advertising creation – the briefing and the copy strategy 

3.2.2. the advertising media and media planning

3.2.3. the measurement of advertising effectiveness

4. Communication at the service of loyalty

5. New trends in Marketing Communication

6. Development of the integrated communication plan in marketing

NAO

Lendrevie, J., Baynast, A., Dionísio, P., & Rodrigues, J.V. (2010) – Publicitor, 7ª Edição, Dom Quixote.

Baynast, A., Lendrevie, J., Lévy, J., Dionísio, P., & Rodrigues, J. V. (2018). Mercator 25 Anos – O Marketing na Era Digital, Publicações Dom Quixote.

Rasquilha, L. (2009)- Publicidade, Fundamentos, estratégias, processos criativos, planeamento de meios e outras técnicas de comunicação. (Cota Biblioteca : 659-RAS) 

De Pelsmacker, P., Geuens, M. & Van den Berg, J. (2010) – Marketing Communications. A European Perspective, Essex, Prentice Hall, 4th ed.

Shimp, T.A. (2007) – Integrated Marketing Communications in Advertising and Promotion, Thomson, South Western, 7th ed.

Belch, G. (2006) – Advertising and promotion: an integrated marketing communications perspective, 7ª Edição, McGraw Hill.

Gomes, A. (1991) –Publicidade e Comunicação, 1ª Edição, Texto Editora.

Kitchen, P. (1998) – Marketing Communications: Principles and Practice, 1ª Edição, Thomson Learning.

Lampreia, J. (1992) – Comunicação empresarial – As relações públicas na gestão, Texto Editora.

Plantier, C. (1991) – Publicidade e Comunicação, 1ª Edição, Texto Editora.