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Class Advertising Theory and Practices

  • Presentation

    Presentation

    Based on theoretical and practical assumptions, in a convergent hybrid dynamics, the curricular unit will be the space for learning, analysis, debate, rehearsal and experimentation of students with everyday advertising, enabling them, through teaching, consolidation and applicability of the necessary knowledge, for the creation of campaigns and the processes that precede and follow them.

  • Code

    Code

    ULHT24-23371
  • Syllabus

    Syllabus

    1. Advertising: a broad vision / a holistic reflection – evolution, framework, premises, foundations and approaches;
    2. The advertising agency and the briefing;
    3. Creativity and the creative process;
    4. Creative strategy and advertising effectiveness;
    5. Consumer insight and the brand;
    6. Strategic planning of campaigns and advertising narrative.

  • Objectives

    Objectives

    With a conceptual and empirical component, the classes focus on interaction between all participants, allowing students to learn, explore and exercise creativity, which is an essential characteristic for the development of innovative, strategic, assertive and effective communication.

  • References

    References

    AAKER, D. (1996). Building strong brands. New York: The Free Press.
    BONO, E. (2015). Lateral thinking: creativity step by step. New York: Harper Colophon.

    CLEESE, J. (2020). Creativity: a short and cheerful guide. Londres: Penguin Random House.

    JOANNIS, H. (1998). O processo de criação publicitária: estratégia, concepção e realização de mensagens publicitárias. Mem Martins: Edições Cetop.

    KOTLER, P.; KARTAJAYA, H. & SETIAWAN, I. (2017). Marketing 4.0.: mudança do tradicional para o digital. Coimbra: Actual.

    LINDSTROM, M. (2014). Buyology: a ciência do neuromarketing. Gestão Plus Edições.

    RASQUILHA, L. (2009). Publicidade: Fundamentos. Estratégias. Processos Criativos. Lisboa: Gestão Plus.
    SANTOS, C. (2022). A criatividade no ensino superior: um estudo exploratório sobre as licenciaturas em publicidade. Comunicação Pública, 17 (32).

    SANTOS, C. (2021). A pandemia e a publicidade: pistas para futuras reflexões. Comunicação Pública, 16 (30).

     



     

     

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