Checking date: 25/04/2024

Course: 2024/2025

Advertising and Communication
Dual Bachelor in Journalism and Film, Television and Media Studies (Plan: 384 - Estudio: 231)

Coordinating teacher: PINO ROMERO, CRISTINA DEL

Department assigned to the subject: Communication and Media Studies Department

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. Study of the agents of the advertising sistem: advertising agency. The agency as a company. The ¿what¿s next ¿ of the next years. The best advertising agencies in Spain, how they work, the most prize-winning campaigns.
Learning activities and methodology
1 Masterly 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

Extraordinary call: regulations
Basic Bibliography
  • George E. Belch, Michael A. Belch. Advertiing and Promotion: and integrated marketing communication perspective, 9th edition. McGraw-Hill/Irwin . 2021
  • Henry Jenkins . Spreadable Media: Creating Value and Meaning in a Networked Culture. (Postmillennial Pop) Hardcover . 2013
  • Lehu, J. M. . Branded entertainment: product placement and brand strategy in the entertainment business. Londres y Filadelfia: Kogan Page. 2007
  • MARC GOBÉ. Emotional Branding. The New Paradigm for Connecting Brands to People.. DIVINE EGG. STUDIO DIVINE EG. 2014.
  • Phil Knight . Shoe Dog: A Memoir by the Creator of Nike. Scribner. 2016
  • Pulizzi, J. y Barrett, N. . Get content, get customers. Nueva York: Mc Graw-Hill. 2009
  • Regueira. J. . Big brother is dead: el día que el consumidor hizo callar a las marcas. Madrid: ESIC.. 2011
  • Ries, A. y Ries, L. . The fall of advertising and the rise of PR. Nueva York: Harper Business.. 2002
  • 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
  • Sullivan, Luke. . Hey whipple, squeeze this: the classic guide to creating great advertising. . Adweek. 2022
  • Tom Bernardin and Mark Tutssel. Human Kind. Leo Burnett Worldwide . 2010

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