Part One. Fundamentals
Introduction to Advertising & Communication.
Typology of advertising.
The role of advertising in Marketing. Marketing. Branding and other communication tools. I.M.C.
Advertising and society. Open debates on the role of advertising in society.
Part two. Planning and strategy.
How Advertising works. Communication Theory. How Advertising Works. Steps in the development of an Advertising campaign.
The main agents of the advertising process.
The role of the advertiser.
Strategic planning (Customer Briefing): advertising objectives, background: the company, the market, the product, the competition (SWOT Analysis), target market (segmentation and targeting, buyer person), positioning and communication axis.
Part three. The advertising ecosystem.
Advertising Agencies: structure and types.
Types of agencies.
Part Four. Creative Strategies.
Creativity and Content Creation.
The Big Idea and the creative process.
Managing creative strategies.
Part Five. Advertising and New Media.
Media basics: The media industry. Key media players.
Why and how is the Media landscape changing.
Paid Media, Owned Media and Earned Media.
Media Planning. Fundamentals of Media Strategy.
Alternative Media Forms.
Part Six Integration.
Digital advertising and new channels. Alternative communication tools.
Direct Marketing, Sales Promotion, Public Relations, Events and Sponsorships.
Future of Advertising Agencies. Debating the future of the advertising industry. New actors (technology and film companies).