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2020/2021

Contemporary Advertising Systems

Code: 103138 ECTS Credits: 6
Degree Type Year Semester
2501935 Advertising and Public Relations OB 2 2
The proposed teaching and assessment methodology that appear in the guide may be subject to changes as a result of the restrictions to face-to-face class attendance imposed by the health authorities.

Contact

Name:
Ana Ullod Pujol
Email:
Ana.Ullod@uab.cat

Use of Languages

Principal working language:
spanish (spa)
Some groups entirely in English:
No
Some groups entirely in Catalan:
No
Some groups entirely in Spanish:
No

Prerequisites

The students who take this course must have a coneixements previs de comunicació. Encara that l'asignatura s'imparteix en castellà, the students that vulguin cursar have to have a minimum coneixements of the Catalan language per a millor seguiment i participation of the interventions and diàlegs generats in the sessions docents.

Objectives and Contextualisation

The subject is part of the Theory and Structure of Advertising and Public Relations, in block with other subjects such as: Theory and Structure of Advertising, Theory and Structure of Public Relations, Current Issues in Advertising and PR.
										
											
										
											Learning objectives of the subject:
										
											
										
											Introduce students in the structural study of the whole contemporary advertising system. To make known the economic-financial dimension of the conventional and non-conventional means that define the different communication ecosystems.
										
											
										
											Show students different communication techniques to apply according to the marketing and communication objectives pursued by an organization, such as: Advertising, Product Placement, Relationship Marketing, Promotions, Street Marketing, Ambient Marketing, etc.
										
											
										
											In this way, students will have a comprehensive view of the possible communication strategies that are part of contemporary advertising systems.
										
											
										
											In the subject will also work the presentation techniques, with the aim of improving the communication skills of students oriented towards the defense of a project, this being an important value in any professional advertising.

Competences

  • Apply the knowledge of various social science disciplines to the study of culture as a parameter for organising markets, in the field of advertising as the main system of persuasive communication.
  • Demonstrate knowledge of the legislation developed in the field of social communication.
  • Demonstrate knowledge of the media’s social impact.
  • Demonstrate knowledge of the professional and economic structure of the media’s business system.
  • Differentiate the discipline’s main theories, fields, conceptual developments, theoretical frameworks and approaches that lay the foundations for the discipline’s knowledge and its different areas and sub-areas, as well as its value for professional practice by means of specific cases.

Learning Outcomes

  1. Describe the business system structure of the major advertising and public relations groups.
  2. Distinguish and explain the main cultural trends underpinning the analysis of persuasive communication.
  3. Explain the theories that characterise persuasive communication in the structural field of production, distribution and reception of advertising messages and public relations actions.
  4. Identify and describe the mechanisms of building events in the field of advertising and public relations.
  5. Identify the difference between conventional and non-conventional media in the advertising system.
  6. Identify the sources of artistic and literary tradition in the analysis of advertising messages.
  7. Interpret legislation developed in the field of advertising and public relations.
  8. Recognise and appraise the impact of current affairs in building advertising messages.
  9. Recognise and describe the codes of ethics and self-regulation governing the advertising profession.
  10. Recognise and distinguish the professional profiles and functions of the different subjects that play a role in advertising activity.

Content

Topic 1.- Advertising integrated in the marketing process.
										
											
										
											1.1.- Marketing objectives and communication objectives.
										
											
										
											1.2.- The establishment of qualitative objectives and quantitative objectives.
										
											
										
											1.3.- Players of the advertising system (advertiser, consumer, agency, media).

Unit 2.- Classification of the media in: conventional and non-conventional.
										
											
										
											2.1.- Communication techniques that would enter by classification.
										
											
										
											2.2.- Analysis of advertising investment data. Evolution and trends.
										
											
										
											2.3.- Seasonality of the investment.
										
											
										
											2.4.- Reflection on the circumstances that have led to changes in advertising systems.
										
											
										
											
										
											Topic 3.- Advertising communication techniques. Its application according to the marketing objectives. Reasons for the appearance of new techniques. Changes in current advertising systems.
										
											
										
											3.1.- Promotion
										
											
										
											3.2.- Relational Marketing
										
											
										
											3.3.- Street marketing, dance marketing, ambient marketing
										
											
										
											3.4.- Branded Content
										
											
										
											3.5.- Relationship between Advertising and Publicity.
										
											
										
											3.6 - Sensory marketing
										
											
										
											3.7 - Merchandising
 
 

Methodology

Teaching methodology:
										
											
										
											   -  Theoretical sessions in which an attempt will be made to bring the student closer to the knowledge of contemporary publishing systems. Visualization of various examples and cases.
										
											
										
											    - Seminars, with practical activities, counting on a previous work on the part of the student and the application of the theoretical knowledge acquired.
										
											
										
											    - Autonomous work by the student (search of sources of information, analysis, establishment of strategies, readings, realization and presentation of a project).
										
											
										
											The students will work throughout the subject in closed teams.
 

The proposed teaching methodology and evaluation activities may undergo some modifications depending on the health authorities' attendance restrictions.

The calendar will be available on the first day of class. Students will find all information on the Virtual Campus: the description of the activities, teaching materials, and any necessary information for the proper follow-up of the subject. In case of a change of teaching modality for health reasons, teachers will make readjustments in the schedule and methodologies.

 

 

Activities

Title Hours ECTS Learning Outcomes
Type: Directed      
Theorical class 36 1.44 2, 3, 6
Type: Supervised      
Exam 3 0.12 2, 3, 6
Seminars 15 0.6 2, 3, 6
Tutorials 3 0.12 2, 3, 6
Type: Autonomous      
Sources of documentation, readings and work 72 2.88 2, 3, 6

Assessment

The evaluation system that will be followed in the subject is the following:
										
											
										
											    - Performance of group work (50%) in the final grade
										
											
										
											    - seminars assistence (10%) in the final grade
										
											
										
											    - Test type test (40%) in the final grade
										
											
										
											To pass the subject must pass both the work and the exam, without it is not average.
										
											
										
											Attendance at the seminars is compulsory (minimum 80% attendance), and its implementation and assistance are not recoverable.
										
											
										
											
										
											In the case of failt group work or any of the seminars, the student must rectify those incorrect points and present it duly improved. In this case, the maximum grade to be obtained in the recovery would be approved (5 or 6).
										
											
										
											If the student failt the exam he / she will be able to present himself / herself to the reevaluation, being able to obtain a maximum grade of approved (5 or 6).
										
											
										
											The student who wishes to improve the grade of the first examination session must prepare a specific bibliography (to consult with the teaching team). The final grade would be the last one obtained, regardless of whether it was lower than the first.


The student who performs any irregularity (copy, plagiarism, identity theft...) will be qualified with 0 in this assignment or exam. In case there are several irregularities, the final grade of the subject will be 0.

Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
Exam 40% 3 0.12 1, 2, 3, 5, 6, 7, 9, 10, 8
Seminars Assistence 10% 3 0.12 1, 2, 3, 4, 5, 6, 7, 9, 10, 8
Work 50% 15 0.6 1, 2, 3, 5, 6, 7, 9, 10, 8

Bibliography

COMPULSORY BIBLIOGRAPHY:

Álvarez Ruiz, Antón, autor

Llibre en línia | 2017

 

Ferrer Lorenzo, Ignasi;Medina Aguerrebere, Pablo;Asociación Española de A...

eBook | 2014

 

Jiménez Morales, Mònika, autor

Llibre en línia | 2017

 

Selva Ruiz, David, autor

Llibre en línia | 2019-05-

 

  • Dirección publicitaria [Recurs electrònic] / Ignacio Rodríguez del Bosque, Ana Suárez Vázquez, María del Mar García de los Salmones

Rodríguez del Bosque, Ignacio A.

Llibre en línia | UOC | 2013


Students can consult the changes in the compulsory bibliography in the virtual campus at the beginning of the teaching period.

										
											
										
											OPTIONAL BIBLIOGRAPHY

- Arnold, D. Cómo gestionar una marca. Ed. Parramón.

- Crainer, S. El verdadero poder de las marcas. Eresma & Celeste Ediciones.

- García Uceda, M. Las claves de la publicidad. Ed. ESIC.

- González Lobo, M.A. Curso de Publicidad. Eresma & Celeste Ediciones.

- Lane Keller, Kevin. Administración Estratégicade Marca. Branding. Ed. Pearson.

- Ortega, E. La comunicación publicitaria. Ed. Pirámide.

- Rodriguez del Bosque, I. Dirección Publicitaria. Editorial UOC