Advertising

Goals of the course

Upon completion of the course, the student is expected to:

• Know the basic principles and concepts to create brand value through advertising, working on the process by understanding the brand, the strategy and the audiences and, after that, by analyzing advertising campaigns
• Be able to apply theories and processes of an advertising campaign, offline and online
• Be able to work on the field of creative production with a look at methods, styles, examples

Course Objectives

Consistent with the general objectives of the degree and with the specific objectives of this subject area focusing on the management of communication processes, the main contents of this course are:

• Strategy work plan
• Promise
• Reason why
• From features to benefits
• How strategy works better
• Product-oriented approach
• Consumer-oriented approach
• Creative briefing execution
• Thinking in words and pictures
• Style and tone of voice
• Interactive and digital advertising
• Social media
• Consumer journey
• Storytelling
• TV commercial and video
• Other media and genres
• Headlines and copy
• Products’ names
• Testimonials: celebrities, influencers, characters
• Comparison, before and after, and other dualities
• Reversal, metaphor, human trut
• Viral creativity and viral contents

Teaching Methods 

Consistent with the educational objectives of the Creative advertising techniques course, the didactic methods include

• Face-to-face lessons on strategic theories, methods and skills.
• Case histories.
• Team works that will put into practice what students have learned during the lessons. Team works will be integrated exercises during the semester to support theorical lectures and specific topics. Such specific exercises will not be evaluated as a part of the final exam.

Professional presenters will be invited to go deeper into specific topics..

During the lessons we will use IULM online ,course community as digital space where to share information and materials about the course.

Assessment

• Pitch of the team project. The points will be from 0 to 5, so 5 points maximum.
• Written test during the exam session on the topics covered in class and in the required reading. The test consists of 27 multiple-choice questions with 4 alternatives.