Overall objectives:

1 - Strategically defining the objectives of an advertising communication.
2 - Understand the various ways of advertising
3 - To interpret a Briefing and create a campaign based on a communication strategy.

Syllabus:

1 - Advertising as a technique of commercial promotion of products and services
2 - History of Advertising
3 - Types of Advertising
4 - Specific Objectives
5 - Advertising Agency and creative Briefing
6 - Strategy and Advertising Campaign
7 - Adverting Media

Literature/Sources:

Brierley, S. , 2000 , The advertising handbook , London, New York : Routledge
Brochand, B, Lendervie, J, V. Rodrigues, J, Dionísio, P. , 2012 , Publicitor- Comunicação 360º online/offline , D.Quixote: Lisboa
Mateus, S. , 2011 , Publicidade e Consumação nas Sociedades Contemporâneas , Covilhã: Labcom
Rasquilha, L , 2009 , Publicidade : fundamentos, estratégias, processos criativos, planeamento de meios e outras técnicas de comunicação, 2.ª ed. , Lisboa : Gestãoplus
Silva C.M, Marques, H. Caetano, JC. , 2011 , Publicidade - Fundamentos e Estratégias , Porto: Escolar editora

Assesssment methods and criteria:

Classification Type: Quantitativa (0-20)

Evaluation Methodology:
The Curricular Unit assumes a theoretical character in which students learn the history of advertising and how to apply the techniques of advertising creation in communication campaigns in various media. Case Studies of Advertising Campaigns and illustrations of advertisements will be used. Written Test (50%) and Research work (Advertising Campaign Plan) (50%)