Università degli Studi di Urbino Carlo Bo / Portale Web di Ateneo


ADVERTISING CREATIVE WORKSHOP
COSTRUZIONE MESSAGGIO PUBBLICITARIO

A.Y. Credits
2015/2016 6
Lecturer Email Office hours for students
Marco Livi

Assigned to the Degree Course

Date Time Classroom / Location

Learning Objectives

Introducing the students to strategic and creative processes involved in the creation of the advertising message, in relation to different media. Providing guidelines to cope with the ongoing changes in advertising.

Program

Strategic planning. Brand and its recent evolution. Advertising creativity in different media: the importance of the "idea" and of the strategy behind it. Ongoing changes. Workshop: analysing the brief - developing ideas and concepts - creating one or more advertising messages in the context of an integrated campaign. The focus is on creative concepts and copywriting.

Teaching Material

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Supporting Activities

Showing and analysis of meaningful advertising examples. Interactive online forum.


Didactics, Attendance, Course Books and Assessment

Didactics

Basic theory and practical exercises. Group creative project, active engagement in the online forum.

Attendance

Attending to at least 3/4 of classes.

Course books

Barry P.; Advertising Concept Book; Thames & Hudson, 2012 

Assessment

Oral exam; written tests, also within classes, about basic theory; evaluation of the final (group) projects developed by the student.

Additional Information for Non-Attending Students

Didactics

Theoretical framework of the course.

Important note:

because of the interactive and practical focus of the workshop, it is strongly advised to choose it only if intending to attend classes.

Course books

Barry P.; Advertising Concept Book; Thames & Hudson, 2012 

Sullivan, L.; Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads; Wiley, 2012

Iezzi, T.; The Idea Writers: Copywriting in a New Media and Marketing Era; Palgrave Macmillan, 2010

Assessment

Oral exam.

Notes

Important note:

because of the interactive and practical focus of the workshop, it is strongly advised to choose it only if intending to attend classes.

« back Last update: 20/06/2016

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