Checking date: 10/07/2020

Course: 2021/2022

Communication and advertising foundations
Study: Master in Advertising Communication (326)


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

Type: Compulsory
ECTS Credits: 3.0 ECTS


Requirements (Subjects that are assumed to be known)
COMPETENCES CB6, To have and understand knowledge that provides a basis or opportunity to be original in the development and / or application of ideas, often in a research context. CB10, That students have the learning skills that allow them to continue studying in a way that will be largely self-directed or autonomous. CG1, To know the basis of advertising communication theories. CE2, To contextualize historically Advertising Communication and the current problems it faces. CE3, To identify creative techniques from the creation of the concept to the advertising campaign. LEARNING OUTCOMES To acquire and apply knowledge about contemporary advertising and communication. To understand and apply advertising theory to the development of advertising messages. To compare different advertising theories in relation to the practice of the advertising industry.
Skills and learning outcomes
Description of contents: programme
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. Creative effectiveness. 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).
Learning activities and methodology
LEARNING ACTIVITIES Theoretical classes Practical classes Tutoring Group work Individual work TEACHING METHODOLOGY -Lectures in class by the lecturer with the support of audiovisual media, in which the main concepts of the course will be developed. Bibliography will be provideed in order to complement the knowledge of the students. -Critical review of readings and audiovisual material suggested by the lecturer: press articles, videos, advertising campaigns, reports, manuals and academic articles, either for class' discussion or for students to amplify and consolidate the courses's content. -Resolution of advertising and communication case studies posed by the lecturer, in an individual or group manner. -Presentation and discussion in class, under the lecturer's moderation, of topics related to the course as well as case studies. -Assignments and reports done by students in an indivisual or group manner.
Assessment System
  • % end-of-term-examination 50
  • % of continuous assessment (assigments, laboratory, practicals...) 50
Basic Bibliography
  • Belch, G.E., Belch, M.A., Kerr, G., Powell, I. Advertising and Promotion: An Integrated Marketing Communication Perspective. Mc Graw Hiill. 2012
  • OGILVY, DAVID. Confessions of an Advertising Man. Harpenden: Southbank.. 2013
  • Tellis, Gerard J. Effective advertising: Understanding when, how, and why advertising works,. Sage Publications. 2004
  • Wells, William. Advertisng: principles and practice.. Pearson Education. 2008
Additional Bibliography
  • Yoram Wind, Catharine Hays . Beyond advertising : creating value through all customer touchpoints, 2nd ed.. Wiley. 2016
  • Autor Kenneth E. Clow Donald Baack. Concise encyclopedia of advertising - Encyclopedias Electronic books. New York : Routledge. 2012
  • PERCEVAL. La Historia Mundial de la Comunicación. MADRID, CATEDRA. 2015
  • WATKINS, J.. The 100 greatest advertisements 1852-1958. Who wrote them and what they did.. Nueva York. Dover Publications.. 2014

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