Degree | Type | Year | Semester |
---|---|---|---|
2501935 Advertising and Public Relations | OB | 3 | 2 |
None
The teacher in charge of the subject is provisional.
Know, study, reflect, examine and practice the role of Copywriter as a key professional within the organizational structure of an advertising agency, its functions and operational development in both Above The Line (ATL) and Below The Line (BTL) devising and writing all kinds of advertising pieces.
CONTENTS:
Part I
1. The figure of the copywriter.
2- Strategy, idea, word.
3- Copywriting elements: the headline.
4- Elements of copywriting: the body copy.
Part II
5- Copywriting in ATL (press, magazines, radio, TV, outdoor, internet).
Part III
6- BTL copywriting (direct marketing, mobile marketing, brochures, street marketing, Internet advertising, social networks, POS, sponsorship, etc.).
- Theory to explain key concepts (master class).
- Required readings (books, articles, chapters, websites, blogs...).
- Optional readings (books, articles, chapters, websites, blogs...).
- Individual and group writing practice based on a briefing.
- Final practice of a real client campaign (if possible) and its oral presentation.
Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.
Title | Hours | ECTS | Learning Outcomes |
---|---|---|---|
Type: Directed | |||
Tutorials | 52.5 | 2.1 | 1, 6, 3, 2, 4 |
Type: Supervised | |||
Reading, analysing and synthesising texts, preparing and carrying out work | 7.5 | 0.3 | 1, 6, 3, 2, 4 |
Type: Autonomous | |||
Theoretical classes, seminars and practices | 82.5 | 3.3 | 1, 3, 2, 4 |
Evaluation
Activity A: Theory 30% of the final grade.
Activity B: Specific practices 50% of the final grade.
Activity C: Final practice 20% of the final grade.
In order to pass the course, the minimum grade of each of the activities cannot be less than 5. The final grade will be the weighted average of the grades of the three activities.
Recovery
Students who do not achieve a 5 in each of the evaluation activities will have to recover the corresponding activity.
The proposed teaching methodology and evaluation may undergo some modification due to restrictions imposed by the health authorities.
Title | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
Evaluation activities | 0 | 7.5 | 0.3 | 1, 6, 3, 5, 2, 4 |
Castellblanque, Mariano; Ronco,Víctor (2020), Manual del Redactor Publicitario Offline-Online. ESIC, Madrid
Curto, V. Rey, J. Sabaté J. (2008), Redacción publicitaria. Editorial UOC
D&AD (2018), The Copy Book. Taschen
Escribano Hernández, Asunción (2018). La redacción publicitaria. Síntesis
Estanyol, E. Serra C. Castellblanque, M. (2015), ¿Dónde cuentan sus historias las marcas. Ed. UOC
Estanyol, E. Roca, A. Castellblanque, M. Serra C (2015) ¿Quién se esconde detrás de una campaña publicitaria?
Fernández Cavia, José; Huertas, Asunción (2009): Redacción en relaciones públicas, Pearson-Prentice Hall, Madrid.
Guillén, Montse (2006), La motivación del redactor publicitario. Aproximación a un modelo de estudio
Morel, Rosa (2018). Neurocopywriting.
Navarro, Carlos (2006), Creatividad publicitaria eficaz. ESIC, Madrid
Rom, Josep i Sabaté, Joan (2007): Llenguatge publicitari: Estratègia i creativitat publicitàries. UOC, Barcelona.
Rodero, Emma y otros(2004). La radio que convence. Manual para creativos y locutores publicitarios. Ariel
Sawyer, R. (2006) Kiss & Sell. Redacción Publicitaria. Index Book. Barcelona
This subject does not require specific software.