ADVERTISING CREATIVE WORKSHOP
COSTRUZIONE MESSAGGIO PUBBLICITARIO
| A.Y. | Credits |
|---|---|
| 2015/2016 | 6 |
| Lecturer | 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.
Teaching, Attendance, Course Books and Assessment
- Teaching
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.
- Disability and Specific Learning Disorders (SLD)
Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.
To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.
Additional Information for Non-Attending Students
- Teaching
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.
- Disability and Specific Learning Disorders (SLD)
Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.
To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.
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.
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