CATALÀ   ESPAÑOL  
Print
OFFICIAL PROGRAM
2015 / 16

SUBJECT

Introduction to Advertising and Public Relations

ECTS CREDITS6,00
SUBJECT CODEBIPUB
LANGUAGE IN WHICH IT IS GIVENCatalan  Spanish  
STUDIES
CODE
DEGREE
TYPE
YEAR
SEMESTER
GCTV
Grau en Cinema i Televisió
Compuls.
Second
1st.
GFCC
Tronc comú ciències de la comunicació
Compuls.
Second
1st.
GPME
Grau en Periodisme
Compuls.
Second
1st.
GPRP
Grau en Publicitat i Relacions Públiques
Compuls.
Second
1st.

PREREQUISITES

None

PREVIOUS KNOWLEDGE

None

SUBJECTS TO BE TAKEN SIMULTANEOUSLY

None

SUBJECT DESCRIPTION

The subject Introduction to Advertising and Public Relations introduces the concepts, processes and structures in the profession of advertising and PR to those students who will move on to a degree in Advertising and PR and, at the same time, it provides the essential framework for commercial and corporate communication to students taking a degree in either Film and Television or Journalism.

This subject is part of the module IV, “Fundamentals of Advertising and Public Relations”, which also includes History of Advertising, Creativity, Advertising Media, Theory and Techniques in Public Relations, Strategic Marketing and Relational Marketing, and Seminars specially related to the field.

The course is divided into two blocks. The first block, the Core group, takes the media context as its starting point, and it moves on to the conceptual fundamentals and analysis; finally, it analyzes the major strategies for motivation in Advertising and Public Relations while focusing on work processes and professional profiles.

The second block consists of two Learning Units: “Introduction to conventional advertising media and the measurement tools” and “Introduction to unconventional advertising media and communication techniques”. In both of these Learning Units, students will be split into two groups from the Core group.

COMPETENCES

The competences are based on the knowledge of the theoretical and practical aspects involved in Advertising and Public Relations.

- Theoretical and practical knowledge of Advertising and Public Relations, and its processes and organizational structures (Competence 4)

- Knowledge of the processes when producing advertising messages: methods, creative techniques, and systems of campaign analysis (Competence 5)

- Study of the strategies and processes used in the creation of advertising messages in different media. (Competence 6)

- Knowledge of managing working areas in advertising communication, and in public and corporate relations. (Competence 9)

- Study of research processes and interrelations between subjects of advertising activities: development of the conceptual foundations of strategic management applied to communication objectives (Competence 10)

- Knowledge of the design and development of strategies and implementation of persuasive communication policies in institutions, and in public and private corporations. (Competence 15)

CONTENTS

The contents of the course are divided into:

Core group: FUNDAMENTALS, GENERAL VIEW, FRAME OF REFERENCE AND CONCEPTS

1. Brief history of advertising and PR: the fundamental facts in the world, and in Spain. Key names and schools.

2. Communication in a complex society: the changes in media, structure, and consumer.

3. Basic concepts: in marketing, advertising, propaganda, and PR (definitions, similarities, differences, and cases/examples)

4. Strategic communication: Communication based on objectives (general objectives of management, marketing, advertising, political propaganda, and PR)

5. The business dimension of advertising: organizations, professional profiles, and current roles.

6. Future tendencies in communication.

7. The work processes in advertising and PR: functions and working processes of different professional profiles.

8. The 360-degree Communications plan: definition, strategy versus tactics and technique.

9. Demystification of topics: main stereotypes (subliminal, deceit, fraud and consumerism)

10. Ethical and legal framework: deontology, laws, and control agencies.


LEARNING UNIT

Learning Unit 1: Introduction to conventional advertising media and the measurement tools.

11. Characteristics of advertising media, major formats, fees, and sources of information. Audience measurement: television, newspapers and supplements, radio, magazines, outdoor ads, cinema and the Internet.

Learning Unit 2: Introduction to unconventional advertising media and communication techniques.

12. Definition, characteristics, formats and cases of: merchandising and point of sale display (POS display), sponsorship, patronage and sponsorship, promotional marketing, direct and relational marketing, and alternative or emerging advertising.

METHODOLOGY

A significant part of the contents of the subject Introduction to Advertising and PR is taught through lectures. The lectures are supported with graphic and audiovisual materials, which, together with readings and report data, constitute the materials needed to achieve the competences in the subject. While part of the work will be done in the classroom, some of it will be done outside class hours. There will be regular monitoring of the personal work done by the students, who will finally have to present and defend their work in class, using the most appropriate support.

a) Lecture (Core group and LU)

b) Individual exercises done in class (Core group and LU)

c) Individual exercises done outside class (Core group and LU)

d) Readings (Core group and LU)

e) Viewing of audiovisual products (Core group and LU)

f) Group exercises done in class (Core group)

g) Group exercises done outside of class (Core group and LU)

i) Presentations in class (Core group)

k) Preparation for the exam (Core group and LU)

l) Written exam (Core group and LU)

EVALUATION

These are the requirements to take the exam, for both first and second sitting:

- The submission of class exercises is a condition for taking the exam, in both the first and second sittings. If this condition is not met, the student will be considered as no-show, and he/she will fail the subject.

- A minimum grade of 4 is required in the final exam to calculate the average grade with the exercises, both in the first and the second sitting, for the Core group (CG) and for the Learning Units (LU).

- The grade for the exercises done throughout the semester in the CG and LUs will be saved, and used for the second sitting exam.

First sitting:

- The Core group (60% of the total of the subject): final exam (30% of the total), two or three individual exercises (15% of the total) and a group exercise to present in class (15% of the total).

Learning Units (20% each, making up a total of 40% of the subject). Each Learning Unit consists of an individual test (10%) and a group exercise (10%).

Second sitting:

Core group: the retake consists of a final exam, similar to that of the first sitting (accounting for 30% of the final grade), making an average grade with the exercises submitted in the first sitting.

Learning Units: the retake consists of a comprehensive test (making up 20% of the final grade in each Learning Unit), making an average with the work submitted in the first sitting.

CRITERIA OF EVALUATION OF RESULTS

1) Theoretical-practical knowledge of Advertising and Public Relations, and the processes and organizational structures.

2) Knowledge of the process and development of advertising messages: methods, creative techniques, and systems for analyzing campaigns.

3) Study of the strategies and processes for the creation and production of advertising messages in different media.

4) Knowledge of the management of functional areas in advertising communication and public relations.

5) Study of research processes and interrelations between subjects of advertising activities: development of the conceptual foundations of strategic management applied to communication objectives.

6) Knowledge of the design and development of strategies and the application of corporate communication policies in institutions and in public and private companies.

BASIC BIBLIOGRAPHY

Due to the introductory character of the subject, and the diverse content, the students will need to work with the chapters of the books listed below to pass the subject. In addition, lecturers may add other materials for extra reading.

Core group of the subject:

GARCIA UCEDA, MARIOLALas claves de la publicidad. 7th edition (revised) Madrid ESIC, 2011.

Chapters: 3, 4, 6, 7, 8, 9, 11 and 14.

WILCOX, D.L.; CAMERON, G.T.; XIFRA, J.Relaciones Públicas: estrategias y tácticas. 10th ed. Madrid: Pearson Addison-Wesley Longman, 2012.

Chapters:

PARTE 1 Rol

1. ¿Qué son las relaciones públicas? pp. 1-19.

2. La evolución de las relaciones públicas. pp. 46-61.

3. Ética y profesionalidad. pp. 68-77.

4. Departamentos y consultoras de relaciones públicas. pp. 96-119.

PARTE 2 Proceso

5. Investigación. pp. 124-128.

6. Planificación. pp. 152-168.

7. Comunicación. pp. 172-176.

8. Evaluación. pp. 198-200.

PARTE 5 Aplicación

17.Relaciones públicas corporativas. pp. 461-487.

Basic bibliography for Learning Unit 1:

GARCIA-UCEDA, MARIOLA Las claves de la publicidad. 7a edición (revised) Madrid. ESIC Editorial, 2011. Chapters: 10, 12 and 13.

ESTUDIO GENERAL DE MEDIOS (EGM) http://http://www.aimc.es/

INFOADEX (Control de inversiones en publicidad) http://www.infoadex.es

INTROL INFORMACIÓN Y CONTROL DE LAS PUBLICACIONES. OFICINA DE JUSTIFICACIÓN DE LA DIFUSIÓN (OJD):http://www.ojd.es/

Basic bibliography for Learning Unit 2:

SANTANA LÓPEZ, EVA (Coord.); CUENCA, J; DURAN, X; GARCIA, J; MARTORELL, C; PICOLA, JM; ROM, J; SANTANA, E (authors)Jump the Line! Barcelona: TRÍPODOS, Editorial. 2015


BIBLIOGRAPHY AND MATTER COMPLEMENTARY

Core group of the subject:

ARENS, Williams; Weilgod, Michael; Arens, CristhianPublicidad. México: 2008.

CASTILLO, A.Relaciones Públicas.Teoría e Historia. Barcelona, UOC: 2009

BARRY, PETER.The advertising concept book. London. Thames & Hudson: 2008.

BURTENSHAW; MAHON; BARFOOTPrincipios de publicidad. Barcelona. Gustavo Gili: 2009.

CRAINER, STUART.El verdadero poder de las marcas. Eresma & Ediciones Celeste. Madrid: 1997.

FERNÁNDEZ GÓMEZ, JORGE DAVIDAproximación a la estructura de la publicidad. Sevilla. Comunicación Social: 2005.

FERNÁNDEZ GÓMEZ, JORGE DAVID; FERNANDO LABARTACómo crear una marca.Sevilla. Editorial Almuzara: 2009.

GONZÁLEZ LOBO, Mª ÁNGELES; PRIETO DEL PINO, Mª DOLORESManual de publicidad. Esic. Madrid: 2009.

GRUNIG, J; HUNT, T.Dirección de Relaciones Públicas. Ediciones Gestión 2000, Barcelona: 2008.

SANTESMASES MESTRE, MIGUEL; MERINO SANZ, MARIA JESÚS; SÁNCHEZ HERRERA, JOAQUIN; PINTADO BLANCO, TERESAFundamentos de marketing.Madrid. Pirámide: 2009.

SOLANA DANIELPostpublicidadBarcelona: 2010 (www.postpublicidad.com).


Learning Units:

BASTOS BOUBETA, ANA ISABELMerchandising y animación en el punto de venta.Ideas propias Editorial SL, 2007. Chapter 1 “El merchandising y el consumidor”; Chapter 2 “Disposición en el punto de venta” (28 pages).

CLOTAS CIERCO, P.El patrocini empresarial. Barcelona: LID Editorial Empresarial, SL, 2008.

GONZÁLEZ LOBO, Mª ÁNGELES; PRIETO DEL PINO, Mª DOLORESManual de publicidad. ESIC. Madrid: 2009.

DIEZ DE CASTRO, E.C.; LANDA, F.J; NAVARRO, A.Merchandising: teoría y pràctica. Madrid: Pirámide, 2006.

DORRIAN, M; LUCAS, G.Publicidad de guerrilla: otras formas de comunicar. Barcelona: Gustavo Gili, cop. 2006.

ORÓ, R.La protecció de dades. Barcelona: UOC, Col·lecció Vull Saber, 2008.

PÉREZ DEL CAMPOLa comunicación fuera de los medios (Below the line)ESIC. Madrid, 2002: Chapter 1 La comunicación fuera de los medios: Marketing directo (13 pages), Chapter 2 Publicidad directa (34 pages), Chapter 5. El patrocinio y la esponsorización (23 pages), Chapter 8. La promoción de ventas (16 pages).

PÉREZ LATRE, FRANCISCO J.La publicidad y los medios. Navarra. EUNSA: 2011. Chapter 3 Medios de relación social; Chapter 13 Revistas en crisis; Chapter 16 Los teléfonos móviles ¿otra pantalla para la publicidad?; Chapter 17 La revolución de los medios sociales; Chapter 20 Tendencias en medios y soportes (36 pages)

RUSELL, EDWARD Fundamentos de marketing. ÍNDEX BOOKS/ AVA PUBLISHING Londres: 2010; Chapter 6 La promoción de ventas (39 pages).

SANTESMASES MESTRE, MIGUEL; MERINO SANZ, MARIA JESÚS; SÁNCHEZ HERRERA, JOAQUIN; PINTADO BLANCO, TERESA Fundamentosde marketing. Madrid. Pirámide: 2009 Chapter 8 Gestión de la comunicación; Chapter 13 Marketing y nuevas tecnologías; Chapter 14 Nuevas tendencias en el marketing (95 pages)

SARRIAS, LUIGGIPromociones para vender más los secretos del marketing promocional.Editorial Bresca. Barcelona, 2013 (240 pages).

STAMBOULI, K.B; BRIONES, E. Buzz marketing: estrategias boca-oreja. Barcelona: Deusto, cop. 2004.

EDITORIAL VÉRTICEMarketing promocional. Ed. Vértice. Málaga, 2008. Chapter 1 La promoción como una técnica dentro de cualquier plan de marketing. (17 pages).


CREATE BY:   
Eva Santana López
DATE OF THE LAST REVIEW29/09/2015