Degree | Type | Year | Semester |
---|---|---|---|
2501935 Advertising and Public Relations | OB | 3 | 2 |
No requirement
NOTE: The teacher in charge of the subject is provisional.
To 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 its operational development both in Above The Line (ATL) and Below The Line (BTL) devising and writing all kinds of advertising pieces.
To prepare students to work effectively in writing texts for the web, digital advertising and social networks in order to be competent in these and other emerging media.
SYLLABUS:
Part I
1. The figure of the copywriter.
2- Strategy, idea, word.
3- Elements of copywriting: the headline.
4- Elements of copywriting: the body copy.
Part II
5- Copywriting in ATL
6-Writing for graphic media
7-Scripts for radial wedges
8-Scripts and writing elements for TV and videos
9-Writing for internet pieces
Part III
10- Copywriting in BTL
11- Writing for direct marketing (letters, flyers, brochures, direct mail advertising)
12- Elements and writing for Email Marketing
12- Writing for pieces for mobile advertising
13- Write for street marketing ads, guerrilla
14- Writing formats for advertising on the Internet, Social Networks, PLV, sponsorship, use of "influencers", 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.
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.
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 | |||
Practical sessions | 37.5 | 1.5 | 3, 20, 4, 7, 8, 10, 11, 23, 12, 15, 18, 17, 21, 5, 22 |
Tutorials | 15 | 0.6 | 3, 20, 7, 8, 10, 11, 23, 12, 14, 15, 18, 17, 21, 5, 22 |
Type: Supervised | |||
Reading, analysing and synthesising texts, preparing and carrying out work | 7.5 | 0.3 | 1, 20, 7, 8, 10, 9 |
Type: Autonomous | |||
Theoretical classes, seminars and practices | 82.5 | 3.3 | 1, 3, 20, 7, 8, 9, 19, 16 |
Evaluation
Activity A: Theoretical content exam 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 will be entitled to the revaluation of the subject. They should present a minimum of activities that equals two-thirds of the total grading.
The recoverable activities are the content exam and the final practice.
Plagiarism
In the event that the student performs any irregularity that may lead to a significant variation of an evaluation act, this evaluation act will be graded with 0, regardless of the disciplinary process that could be instructed. In the event, that several irregularities occur in the evaluation acts of the same subject, the final grade for this subject will be 0.
Title | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
Final practice | 20% | 2.5 | 0.1 | 6, 2, 1, 3, 20, 4, 7, 8, 10, 11, 9, 23, 12, 13, 14, 15, 19, 18, 16, 17, 21, 5, 22 |
Specific practices | 50% | 3 | 0.12 | 6, 2, 1, 3, 20, 4, 7, 8, 10, 11, 9, 23, 12, 13, 14, 15, 19, 18, 16, 17, 21, 5, 22 |
Theoretical content exam | 30% | 2 | 0.08 | 2, 1, 3, 20, 4, 7, 10, 9, 14, 16, 17, 21, 5, 22 |
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.