Checking date: 20/05/2022

Course: 2022/2023

Advertising and Communication
Study: Dual Bachelor in Journalism and Film, Television and Media Studies (231)

Coordinating teacher: PINO ROMERO, CRISTINA DEL

Department assigned to the subject: Department of Communication and Media Studies

Type: Basic Core
ECTS Credits: 6.0 ECTS


Branch of knowledge: Social Sciences and Law

1. Ability for acquiring the knowledge of the operation of publicity in its group and in everyone of its parts. 2. Practice and theoric knowledge of processes and organizative structures of publicity, as well as of the processes of elaboration of the advertising messages. 3. Acquisition of the necesary competition for the analysis advertising campaigns, beyond its stetic components. 4. Capacity for the creation and realization of advertising messages: setting objectives of communication, define a target customers, setting the strategies, controling a budget and developing a media plan, working on them in the different medias.
Skills and learning outcomes
Description of contents: programme
The study of the social and stetic aspects which insists on the transformations of elements, forms and processes of the advertising communication. Study of the general characteristics of new ad on the Internet and Tv. Characteristics of the media like advertising support. Increase of the offer of chanels, fragmentation of the audience, advertising saturation.
Learning activities and methodology
1 Master classes Fundamental concepts of the advertising communication. Production of advertising campaings and planning for conventional and no conventional medios. Competitions 1 and 2 (1,5 ECTS) 2. Practical classes. Analysis and comment about one of the most prize-winning advertising campaigns ever. Competitions 3 and 4 (ECTS) 3 Student¿s work
Assessment System
  • % end-of-term-examination 50
  • % of continuous assessment (assigments, laboratory, practicals...) 50
Calendar of Continuous assessment
Basic Bibliography
  • ALONSO RIVAS, J.; GRANDE ESTEBAN, I.. "Comportamiento del Consumidor". Esic, Madrid, 2004.
  • ARENS, W.F.. "Publicidad". McGraw-Hill, 7ª ed, México, 2000.
  • BRUJÓ, GONZALO. "La nueva generación de valor". Lid. 2008
  • DE TORO, JUAN MANUEL. "La marca y sus circunstancias". Carat Deusto. 2009
  • DEL PINO, C.. "Nueva era en la comunicación comercial audiovisual: el marketing viral". Revista Pensar la Publicidad, nº2, Diciembre 2007.
  • DEL PINO, CRISTINA, CASTELLÓ, ARACELI, RAMOS SOLER, IRENE. "La comunicación en cambio constante: branded content, community management, comunicación 2.0 y estrategia en medios sociales". Fragua. 2013
  • FERNANDEZ GÓMEZ, J.D. "Aproximación a la estructura de la publicidad: desarrollo y funciones de la actividad publicitaria". Sevilla Comunicación Social y Ediciones y Publicaciones, 2005.
  • HEATH, CHIP AND DAN. "Made to stick". Random House. 2008
  • HOWARD, SCHULTZ. "El desafío Starbucks". Aguilar. Madrid, 2012
  • Joe Pulizzi and Newt Barrett . Get Content, Get Customers. McGraw-Hill. 2014
  • LEJARZA, MIKEL Y GOMEZ, SANTIAGO. "Televisores cuadrados, ideas redondas". Temas de hoy. 2013
  • LOPEZ VÁZQUEZ, BELÉN. Publicidad emocional: estrategias creativas. Esic. 2007
  • Leslier Valenzuela-Fernández, Carolina Martínez-Troncoso, Felipe Yáñez-Wieland. Influence of Placement on Explicit and Implicit Memory of College Students. Comunicar, n. 44, v. XXII, 2015 | Media Education Research Journal | e-ISSN: 1988-3293. 2015
  • MARC GOBÉ. Emotional Branding. The New Paradigm for Connecting Brands to People.. DIVINE EGG. STUDIO DIVINE EG. 2014
  • MARTÍ, JOSÉ y MUÑOZ, PABLO. "Engagement Marketing". Prentice Hall. 2008
  • MEDINA, AGUSTÍN. "Bye Bye, Marketing". Pirámide. 2010
  • MÉNDIZ, A.. "Nuevas Formas Publicitarias: Patrocinio, Producto Placement y Publicidad en Internet". Ed. S.P.I.C.U.M, Universidad de Málaga, Málaga,2000.
  • NAFRIA, I.. "Web 2.0: el usuario, el nuevo rey de Internet". Gestión 2000. Madrid, 2007.
  • PELLICER JORDÁ, MAITE. "Etica y estrategia publicitarias". Editorial Académica Española. 2011
  • R.L. Adams . Viral: how to srpread your ideas like a virus . Chillik. 2013
  • REGUEIRA, JAVIER. "Big brother is dead". Esic. 2011
  • REINARES LARA, EVA MARINA Y PEDRO J.. "Fundamentos básicos de la gestión publicitaria en Televisión". Esic. 2004
  • Robert Rose and Joe Pulizzi. Managing Content Marketing the Real-World Guide for Creating Passionate Subscribers to Your Brand. McGraw-Hill. 2011
  • SHIRKY, CLAY. "Here comes everybody". The Penguin Press. 2008
  • SOLANA, DANIEL. "Postpublicidad: reflexiones sobre una nueva cultura publicitaria en la era digital". DobleYou. Barcelona, 2010
  • Tom Bernardin and Mark Tutssel. Human Kind. Leo Burnett Worldwide . 2010

The course syllabus may change due academic events or other reasons.