MEDIA AND ADVERTISING Credits: 6 ECTS CREDITS Year: FOURTH YEAR Lecturer: Martaa Tena León marta.tena@iqs.edu OBJECTIVES This course aims to provide students with a number of competences. Some of the competences are specific to t this subject, while others are also part of other subjects in the degree, and are therefore classed as generic competences Specific competences: 1. Students should acquire the necessary knowledge to understand the dynamics of advertising activities and its function in the company. 2. Students should know the different steps of a planning process in an advertising campaign and how to apply these knowledge to practical situations. 3. Students should know the possibilities and limitationss of the different advertising media Generic competences: There are two specific generic competences for this subject: creativity and ethical considerations. These two competences should be visible in the following contexts: 4. Students should be able to design creative strategies for the advertising needs of the company (development t of creative skills) 5. Students should be able to consider the ethical aspects in thee assessment in relation to advertising activitiess (ethical commitment). PROGRAMME - Topic I: Advertising. General concepts: types, objectivess and advertising budget.
- Topic II: Advertising agency: Types of agency. Functions. Structure of the agency. Selection of the advertising agency. Selection process. - Topic III: Recipient of the advertising information: Advertising and incidence in internal factors of the individual - Advertising and perception procedure - Motivation and advertising - Learning and advertising - Personality and advertising - Emotions and advertising - Advertising and attitudes. Strategies for a change of attitude - Topic IV: Planning the campaign. Phases of the advertising process. - Recovery and analysis of the information. Briefing.. - Strategy of advertising communication: creative strategy and media strategy. - Realisation of the campaign - Diffusion of the campaign - Efficiency control (research) - Topic V: Creative procedures: Types and models of advertising - Topic VI: Advertising media. - Media classification: conventional media, non-conventional media and media associated to new technologies. - Characteristics of the language in the different media - Advantages and disadvantages of each media from the advertising viewpoint. - Topic VII: Ethics in advertising: Advertising rules. Illicit advertising. Self-regulation and control. Social responsibility of the advertising. TRAINING ACTIVITIES The training activities for this subject are as follows: TRAINING ACTIVITIES Proportion A. Lectures presenting concepts and procedures 15 % B. Practical sessions (exercises, case resolution) 25%
C. Assignments 20% D. Seminars or tutorials 5% E. Personal study activities 30% F. Assessment sessions 5% ASSESSMENT SYSTEMS Assessment system Proportion 1. Continuous-assessment tests 20% 2. Classroom activities (exercises, discussion of practical cases, etc.) 15% 3. Assignments and presentations 15% 4. Projects 5. Final test 50 % Assessment of competences: In the course students must demonstrate that they fully grasp the subject and that they are able to apply the concepts to typical practical situations of the advertising activity. On the other hand, the creative ability of the students will also be evaluated and it will be considered their attitude towards the evaluation of advertising from an ethical point of view. Students must participate in class to achieve the learning objectives and during the sessions the practical exercises will serve to assess the acquisition of knowledge and to develop the creative skills and think about ethical considerations of the different analysed cases. The final test will serve to assess students progress and improvements at the end of the semester and check whether they have achieved the learning objectives of the subject. In order to demonstrate their acquisition of the generic competences, students must participate in various activities to develop their creativity and awareness of ethical issues in making advertising decisions. The final assignment for this course is the assessment instrument. This assignment will be in group and it consists in the creation, planning and management of an advertising campaign. Students will be previously informed about the aspects or dimensions to be evaluated and about the respective assessment criteria
BIBLIOGRAPHY BASIC BIBLIOGRAPHY GARCÍA UCEDA, M. (2001). Las claves de la publicidad. (5ª edición). ESIC.Madrid. THOMAS RUSELL, J., RONALD LNE, W. y WHITEHILL KING, K. (2005) Kleppner Publicidad. (decimosexta edición). Pearson Educación. México Additional bibliography ARMSTRONG, S. (2002). La publicidad en Internet. Cómo se transmite su mensaje a través de la World Wide Web. Bilbao. Deusto. ASOCIACIÓN ESPAÑOLA DE ANUNCIANTES. (2003). Publicidad que funciona. Madrid. ESIC. BASSAT, L. (1993). El libro rojo de la publicidad. Ideas que mueven montañas. Barcelona. Folio. CAPPO, J. (2004). El futuro de la publicidad. México. Mc-Graw Hill. BENAVIDES DELGADO, J. (1997). Lenguaje publicitario. Madrid. Síntesis. FERRÉ TRENZANO, J.M. y FERRÉ NADAL, J. (1996). Políticas y estrategias de comunicación y publicidad. Madrid. Díaz de Santos. GARCILLÁN, M. (2005). Marketing y Cosmética. Madrid. Esic. HÉBERT, N. (1988). La empresa y su imagen. La publicidad institucional para qué? cómo?. Bilbao. Deusto. HERNÁNDEZ MARTÍNEZ, C. (1999). Manual de Creatividad Publicitaria. Madrid. Síntesis. KOTLER, P. y TRÍAS DE BES, F. (2003). Marketing Lateral. Madrid. Pearson Educación. LORENTE, J. (1986). Casi todo lo que sé de publicidad. Barcelona. Folio. MARTÍN GARCÍA, M. (2005). Arquitectura de Marcas. Madrid. ESIC. MOLERO, V. (2006) Generación Marketing. La sociedad entre la codicia y la indolencia. Madrid. Esic.
MOLINÉ, M. (2000). La fuerza de la publicidad. Barcelona. McGrawHill. PÉREZ RUIZ, M.A. (1996). Fundamentos de las estructuras de la publicidad. Madrid. Síntesis. PINTADO, T. (2004) Marketing para adolescentes. Madrid. Pirámide. PONTI, F. (2001). La empresa creativa. Metodologías para el desarrollo de la innovación en las organizaciones. Barcelona. Granica. RODERGAS R. (1996). En el arca no se vende Tiempos de publicidad. Barcelona. Hispano Europea. RUBÉN TREVIÑO, M. (2005). Publicidad. Comunicación integral en Marketing. (2ª edición). México. McGrawHill. SOLER, P. (1997). Estrategia de comunicación en publicidad y relaciones públicas. Barcelona. Gestión 2000. TELLIS, G.J. y REDONDO, I. (2001). Estrategias de publicidad y promoción. Pearson Educación. Madrid TORRES, J. (2005). Consumo, luego existo. Poder, mercado y publicidad. Madrid. Icaria. WEBB YOUNG, J. y BERNBACH W. (2003). A technique for producing ideas. McGraw-Hill. Other references ACNielsen: http://www.acnielsen.es Asociación Española de Estudios de mercado. Marketing y Opinión (AEDEMO): http://www.aedemo.es Instituto Nacional de Estadística (INE): http://www.ine.es Instituto Nacional de Consumo (INC): http://consumo-inc.es Asociación Española de Comercio Electrónico (AECE): http://www.aece.org AIMC - Asociación para la investigación de medios de comunicación www.aimc.es EGM - Estudio General de Medios www.aimc.es/aimc/html/egm/egm.html INFOADEX - Control de inversión publicitaria www.infoadex.es
OJD - Oficina de Justificación de la Difusión www.ojd.es SOFRES - Audiencia de medios www.sofresam.com http://www.marketingdirecto.com