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).