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1. Measures of advertising effectiveness 2. Hierarchy of effects model 3. Design of advertising pre-tests 4. Design of advertising post-tests 5. Eye-tracking and other instruments 6. Laboratory experimentation 7. Field research 8. Hybrid models 9. Content and dynamic effects 10. Advertising effects and the variables of intensity, reach, elasticity, and frequency 11. Product or brand identification, associations with the message 12. Measurement of message comprehension, credibility, and assimilation

1. Advertising Effectiveness Measures. 2. Typology of advertising measurement. Pre-test. 3. Typology of advertising measurement. Post-test. 4. Factors that affect the effectiveness of advertising. 5. Statistical analysis tools. 5. SPSS software.

LEARNING ACTIVITIES Theoretical class Theoretical-practical class Group work Individual student work Exams and assessment tests TEACHING METHODOLOGY Lectures delivered by the professor with the support of digital and audiovisual media, in which the main concepts of the subject are developed and bibliographic references are provided to complement students learning. Critical reading of texts and viewing of audiovisual materials recommended by the course instructor, such as press articles, videos, advertising campaigns, reports, manuals, and/or academic papers, either for later discussion in class or to broaden and consolidate knowledge of the subject. Resolution of practical cases proposed by the professor on communication and advertising, carried out individually or in groups. Class presentations and discussions, moderated by the professor, on topics related to the content of the subject as well as on practical case studies. Preparation of assignments and reports, either individually or in groups.