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Atelier de Publicidade e Relações Públicas

Atelier de Publicidade e Relações Públicas

Código	14699
Ano	3
Semestre	S2
Créditos ECTS	12
Carga Horária	OT(15H)/TP(90H)
Área Científica	Ciências da Comunicação
Mode of delivery	Face to face
Work placements	This signature enables students to perform internships in advertising agencies, communication agencies and PR corporate departments
Learning outcomes	The objectives of the course are: To consolidate the theoretical knowledge acquired in the subjects of Advertising and Public Relations; to stimulate students' abilities to design advertising and public relations strategies; to develop students' creativity in the graphic, audiovisual and editorial realization of strategies. Students should demonstrate the ability to interpret and relate information about communication in the areas of advertising and public relations, without neglecting the theoretical and practical aspects of creating and implementing campaigns.
Syllabus	Advertising Module Conceptual boundaries between Advertising and Public Relations Advertising in the Integrated Communication mix Structure and operation of advertising agencies Traditional advertising versus online advertising Commercial, institutional and public interest advertising Creative thinking and the advertising creation process Briefing and creative concept Principles and elements of advertising copywriting Advertising rhetoric (Ad: Solomon, R. (2008). The Art of Client Service: 58 Things Every Advertising & Marketing Professional Should Know. Kaplan Publishing) Public Relations Module Strategic PR planning Communication strategies From diagnosis to strategy From tactics to evaluation PR project Public event
Teaching Methodologies and Assessment Criteria	The final grade for the course is the result of two assessment elements: Advertising module (50%) + PR module (50%): Advertising module: Case Study (double) (10% of the final mark)) Portfolio (double) (15% of the final mark) C. Campaign (double) (25% of final mark) Public Relations Module: - Group work 1: Pre-project + pitch (3 April) - (20% of final mark) - Group work 2: Project + Event + Final Event Report (5th June) - (30% of final mark)
Main Bibliography	AIREY, David (2010). Logo Design Love – A Guide To Creating Iconic Brand Identities. Berkeley, Califeley,: New Riders. ALLEN, J.; O`Toole, W.; McDonnell, I. Harris, R. (2003). Organização e Gestão de Eventos, Rio de Janeiro: Editora Campus. ALSTIEL, T., & GROW, J. (2010). Advertising creative - advertising, copy + design. Thousand Oaks, California, US: Sage. BUDELMANN, K., YANG, K., WOZNIAK, C. (2010). Brand Identity Essentials: 100 principles for designing logos and building brands. Beverly, Massachussets, US: Rockport Publishers KUNSCH, Margarida (2006). Planejamento e gestão estratégica de relações públicas nas organizações contemporâneas. UNIrevista, vol 1 (3) LAERMER, Richard & SIMMONS, Mark (2008). Punk Marketing: Junta-te e RevoluR, [2007]. Alfragide, Portugal: Lua de Papel – Leya MILOSEVIC, Marija (30 de Maio de 2014). When a brand is iconic, words are not required. In Branding Magazine. Disponível em: http://www.brandingmagazine.com/2014/05/30/mcdonalds-minimalistic-posters-tbwa-paris/ PEDRO, F.; Caetano, J.; Chistiani. K.; Rasquilha, L. (2005), Gestão de Eventos, Lisboa: ed. Quimera. PINK, Daniel H. (2005). A whole new mind. why right-brainers will rule the future. Nova Iorque, NI, Riverhead Books, Berkeley Publishing, Penguin Books. PUHL, P. Regina (2008). Contexto e Práticas de Comunicação social. Novo Hamburgo: Edições Feevale RIBEIRO, Vasco (2015). Assessoria de Imprensa: Fundamentos teóricos e práticos. São Paulo: Novas Edições Académicas. VOLLI, Ugo (2003). Semiótica Da Publicidade – A Criação Do Texto Publicitário. Lisboa: Edições 70
Language	Portuguese. Tutorial support is available in English.

Regente


	Sónia Manuela Martins de Sá

Curso

Ciências da Comunicação

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