Syllabus |
Advertising Module
- Advertising vs. Public Relations: concepts, specificities and intersections - Digital/online advertising and traditional advertising - Identity, image, brand, positioning and reputation - Languages, narratives, creativity, brand storytelling/narrative creation - Planning advertising campaigns and media for digital/online advertising - Briefing: objectives and elements - Account/client management, copywriting and creative direction - Specialized companies: communication agencies vs. advertising agencies - Analysis and discussion of/about advertisements and advertising campaigns; application exercises - Advertising project and portfolio: advertising campaign for an event (UBIMedia Communication Days 2024)
Public Relations Module
Strategic PR planning Communication strategies From diagnosis to strategy From tactics to evaluation PR project Public event
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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
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