Creativity in Advertising and Public Relations
Code: 103135 ECTS Credits: 12| Degree | Type | Year | Semester |
|---|---|---|---|
| 2501935 Advertising and Public Relations | OB | 3 | A |
Contact
- Name:
- Alejandro Martinez Moreno
- Email:
- Alejandro.Martinez@uab.cat
Use of Languages
- Principal working language:
- catalan (cat)
- Some groups entirely in English:
- No
- Some groups entirely in Catalan:
- Yes
- Some groups entirely in Spanish:
- Yes
Prerequisites
ERASMUS AND MOBILITY
This subject is annual, therefore ERASMUS AND MOBILITY STUDENTS cannot enroll.
Objectives and Contextualisation
- Learn and practice the different creative and ideation techniques in Advertising and Public Relations.
- Practice, through specific projects, the different creative techniques of Advertising and Public Relations.
- Create, produce, carry out some creative pieces under the umbrella of a 360 project that allows applying a creative strategy that includes some of the creative and ideation techniques for Advertising and Public Relations.
Competences
- Analyse market data (competition and brand image) to develop a communication plan.
- Demonstrate a critical and self-critical capacity.
- Demonstrate a self-learning and self-demanding capacity to ensure an efficient job.
- Demonstrate knowledge of the narrative and expressive characteristics of a creative advertising message.
- Develop autonomous learning strategies.
- Develop critical thinking and reasoning and be able to relay ideas effectively, in both official languages (Catalan and Spanish) and a third language.
- Disseminate the area’s knowledge and innovations.
- Generate innovative and competitive ideas in research and professional practice.
- Manage persuasive communication creatively.
- Manage time effectively.
- Respect the diversity and plurality of ideas, people and situations.
- Show leadership, negotiation and team-working capacity, as well as problem-solving skills.
- Use one’s imagination with flexibility, originality and ease.
- Value diversity and multiculturalism as a foundation for teamwork.
Learning Outcomes
- Demonstrate a critical and self-critical capacity.
- Demonstrate a self-learning and self-demanding capacity to ensure an efficient job.
- Describe the communication theories of productive thought and creative management.
- Develop autonomous learning strategies.
- Develop critical thinking and reasoning and be able to relay ideas effectively, in both official languages (Catalan and Spanish) and a third language.
- Disseminate the area’s knowledge and innovations.
- Distinguish the different phases of the creative process.
- Explain the basic characteristics of advertising formats that channel the development of creative ideas.
- Generate innovative and competitive ideas in research and professional practice.
- Identify the foundations of brand creation and management.
- Manage time effectively.
- Respect the diversity and plurality of ideas, people and situations.
- Show leadership, negotiation and team-working capacity, as well as problem-solving skills.
- Use one’s imagination with flexibility, originality and ease.
- Value diversity and multiculturalism as a foundation for teamwork.
Content
- Conceptual and strategic bases of creativity in commercial communication.
-Advertising techniques, applied to specific projects.
-Production of various pieces and advertising actions, from specific pieces for specific media to a 360 project.
- Execution of a 360 project in which creative strategies, pieces and 360 actions of Advertising and PR operate jointly
Methodology
- Learn by doing. The intention is to apply the knowledge in specific creative pieces, under a practical and continuous creative direction by the teachers.
- At the same time that the student knows the different creative techniques of Advertising and Public Relations will create, by groups, from the creative strategy to the creative executions of different projects based on real briefs. And they will present them orally and in writing for approval.
-Each group must follow the published publications (national and international) on a weekly basis. And each week, two groups will present their “Ad of the Week” proposal.
Activities
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Theoretical classes and practical projects | 105 | 4.2 | 14, 2, 13, 1, 3, 4, 5, 7, 6, 8, 9, 11, 10, 12, 15 |
| Type: Supervised | |||
| Tutoring | 15 | 0.6 | 14, 2, 13, 1, 3, 4, 5, 7, 6, 8, 9, 11, 10, 12, 15 |
| Type: Autonomous | |||
| Reading, analysis and synthesis of texts, preparation and execution of works | 165 | 6.6 | 14, 2, 13, 1, 3, 4, 5, 7, 6, 8, 9, 11, 10, 12, 15 |
Assessment
The grade is the average between the partial grades of the different projects:
-15%-DRAC project
-20%Christmas project
-30%-Draft 4 briefs
-20%Project 360º
-15%-"Ad of the year".
You must have delivered all the weekly installments of the "Announcement of the Week" in order to access the average of the Projects.
Students will be entitled to the recovery of the subject if they have been assessed for the set of activities whose weight is equivalent to a minimum of 2/3 of the total grade of the subject.
Recovery activity: Project 360 Project
The proposed teaching methodology and assessment may be subject to change depending on the attendance restrictions imposed by the health authorities.
The student who commits any irregularity (copying, plagiarism, impersonation, ...) will be graded with 0 this evaluation act. In case of several irregularities, the final grade of the subject will be 0.
Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Evaluation | 0 | 15 | 0.6 | 14, 2, 13, 1, 3, 4, 5, 7, 6, 8, 9, 11, 10, 12, 15 |
Bibliography
BASIC BIBLIOGRAPHY
Advertising
Pricken, M. (2004) Publicidad creativa. Ideas y técnicas de las mejores campañas internacionales. GG, BCN
Mahon Nik (2012), Ideación. Cómo generar grandes ideas publicitarias. Gustavo Gili. Barcelona.
Veksner, Simon (2009) Ser un buen creativo publicitario. Blume, Barcelona
Asociación Española de Anunciantes (2003). Publicidad que funciona. El libro de los casos. AEA y ESIC
PR
Palencia-Lefler, Manuel (2011) 90 Técnicas de Comunicación y Relaciones Públicas. Profit Ed. Barcelona.
Xifra J. Lalueza (2009) Casos de Relaciones Públicas y Comunicación Corporativa, Prentice-Hall
Grunig, J. Hunt, T (2000) Dirección de Relaciones Públicas. Gestión 2000, Barcelona.
Wilcox, DL.; Autt, P.; Agee, W.; Cameron G.; (2001) RRPP. Estrategias y Tácticas. Addisson W. Madrid.
ADECEC (2003).40 éxitos en comunicación. Pearson Educación, Prentice Hall. Madrid.
DIGITAL MEDIA:
Professional magazines
Anuncios: www.anuncios.com
El Periódico de la publicidad: www.periodicopublicidad.com
El Publicista: www.elpublicista.com
IP-Mark: www.ipmark.com
ControlPublicidad: www.controlpublicidad.com
Marketing directo.com: www.marketingdirecto.com
Puromarketing: www.puromarketing.com
Yorokobu: www.yorokobu.es
Advertising Age
Campaign
AdLatina
LatinSpots
Reason Why
Lüzer's Archive
Webs
-Adsoftheworld.com
- www.moline-consulting.com/MMLB.htm
- www.bcnvisualsound.org/ct/index.html
- www.eiconsortium.org/members/goleman.htm
- www.adage.com/century/people.html
- www.bcnvisualsound.org/ct/index.html
- www.prnoticias.com
-- www.canalpublicidad.com
- www.comanalysis.ch/ComAnalysis/Publication50.htm
- www.publitv.com
- www.rtve.es/tve/b/redes/semanal/prg210/entrevista.htm
- www.usshowreels.tv/index.php
- www.rae.es
- www.spotstv.com
Image stocks:
ACI: www.acionline.biz
Age Fotostock: www.agefotostock.com
Alfaqui Fotografia/Photoline.com: www.photonline.com
Anna Server Agency S.L. (ASA): www.minenpictures.com
Cover: www.cover.es
Fotononstop: www.fotononstop.com
Framepool www.framepool.com
Gastromedia: www.gastrofotos.com
GettyImages: www.gettyimages.com
HighRes Press Stock: www.highres.es
Iberimages:www.iberimage.com
Illustration Stock: www.imagenytraduccion.com
Index: www.indesfototeca.es
Matton Images: www.matton.es
Mister Bild: www.misterbild.com
Quickimage Stock: www.quick-image.com
Stock Photos: www.stockprhotos.es
Vidiments: www.vidiments.com
Latin festivals:
El Sol (publicidad):www.elsolfestival.com
Anuario de la Creatividad del cdc (publicidad y markteing): www.clubdecreativos.com
Premios a la Eficacia (publicidad y marketing): www.premioseficacia.com
Premios Laus (diseño y publicidad): www.adg-fad.org
Premios Ratón (publicidad interactiva): www.movierecord.com
Premios Imán (marketing directo): www.fecemd.org
Premios AEMP (marketing promocional): www.aemp.es
Premios APPE (producción): www.appe.org
FIAP (publicidad): www.fiap.com.ar
El Ojo de Iberoamérica (publicidad): www.elojodeiberoamerica.com
Festival Drac Novell: www.associaciopublicitat.com
International festivals:
Clio Awards (publicidad): www.clioawards.com
Festival de Cannes (publicidad y marketing): www.canneslions.com
London Festival (publicidad): www.liaawards.com
One Show (publicidad): www.oneclub.com
Cresta Awards (publicidad): www.cresta-awards.com
New York Festivals (publicidad, marketing y diseño): www.newyorkfestivals.com
Epica (publicidad): www.epica-awards.com
Eurobest (publicidad): www.eurobest.com
Echo Awards (marketing directo): www.dma-echo.org
Caples Awards (marketing directo): www.caples.org
PMC Awards (marketing promocional): www.eaca.be
Creative associations, federations and clubs:
Club de Creativos (cdec): www.clubdecreativos.com
Foment de les Arts Decoratives: www.fadweb.com
Asociación Española de Anunciantes (AEA): www.anunciantes.com
Asociación Española de Agencias de Publicidad (AEAP): www.aeap.es
Federación Nacional de Empresas de Publicidad (FNEP): www.fnep.es
Asociación General de Empresas de Publicidad (AGEP): www.agep.es
Asociación de Autocontrol de la Publicidad (AAP): www.aap.es
Asociación de Agencias de Medios (AM): www.agenciasdemedios.com
Federación Española de Comercio Electrónico y Marketing Directo (FECEMD): www.fecemd.org
Asociación de Productoras Publicitarias Españolas (APPE): www.appe.org
Asociación de Agencias de Marketing Directo e Interactivo (AGEMDI): www.agemdi.org
Club de Dirigentes de Marketing: www.clubdemarketing.com
Asociación Española de Estudios de Mercado, Marketing y Opinión (AEDEMO): www.aedemo.es
Asociación Nacional de Empresas de Investigación de Mercados y Opinión Pública (ANEIMO): www.aneimo.com
Asociación para la Investigación de los Medios de Comunicación: (AIMC) www.aimc.es
Asociación de Editores de Diarios Españoles (AEDE): www.aede.es
Asociación de Revistas de Información (ARI): www.revistas-ari.com
Gremi de Publicitat de Catalunya: www.associaciopublicitat.com