Economics of Advertising
A.Y. 2020/2021
Learning objectives
The course provides methodological and theoretical knowledge as well as practical and operative tools to understand commercials' communication and techniques of advertising. The aim of the course is to offer a overall vision of advertising market, of its recent evolutions and its actors. A specific focus will highlight the relations between advertising and marketing strategies, as specific form of communicative strategy, both in digital and traditional environment, such as in buying activities. In agreement with the learning objectives of the B.A: in Comunicazione e Società, the course will offer to the students knowledge tools to deal with the current transformation of advertising market as specific arena of communication strategies.
Expected learning outcomes
At the end of the course of Economy and techniques of Advertising the student should have developed knowledge and understanding of the communicative dynamics in the field of Commercial industry; Applying knowledge and understanding, with an autonomous and critical evaluation of the characteristics of the contents and techniques of advertising communication. Autonomy of judgement, and students' communicative capabilities will be developed by discussions and analysis of case studies.The final exam aims to verify the expected learning outcomes in respect to the students' capacity of understanding, applying knowledge, developing a critical analysis of the advertising market.
Lesson period: Second trimester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course cannot be attended as a single course. Please check our list of single courses to find the ones available for enrolment.
Course syllabus and organization
Single session
Lesson period
Second trimester
The course will take place remotely, on the Teams platform, as per university regulations. The first lesson, in which the didactic path will be explained, will take place in sync. The subsequent lessons will take place asynchronously and will be published week by week.
The teacher will connect in synchronous mode, every Thursday, for clarification on the lessons of the previous weeks and for the discussion / revision of the Workshops for those attending.
The program and reference material will not be affected.
The exam will take place in written and oral form. For the writing, candidates will have to study the communication of an assigned brand (on the day of the exam, on the Ariel platform) and prepare a strategic document to be sent by email to the teacher at the end of the test. Those who pass the written exam will have access to a brief confirmation oral on the Microsoft Teams platform in the following days.
Where the regulations allow, written and oral will take place in presence.
The teacher will connect in synchronous mode, every Thursday, for clarification on the lessons of the previous weeks and for the discussion / revision of the Workshops for those attending.
The program and reference material will not be affected.
The exam will take place in written and oral form. For the writing, candidates will have to study the communication of an assigned brand (on the day of the exam, on the Ariel platform) and prepare a strategic document to be sent by email to the teacher at the end of the test. Those who pass the written exam will have access to a brief confirmation oral on the Microsoft Teams platform in the following days.
Where the regulations allow, written and oral will take place in presence.
Course syllabus
SHORT COURSE DESCRIPTION
The course will focus on the role of advertising within the communication strategies of companies and as a key role of society.
The course will address the following topics:
The reference context
The effects of advertising
How advertising works
Advertising strategy
Brand evaluation models
Media planning
Evaluation of Advertising Effectiveness
The course will focus on the role of advertising within the communication strategies of companies and as a key role of society.
The course will address the following topics:
The reference context
The effects of advertising
How advertising works
Advertising strategy
Brand evaluation models
Media planning
Evaluation of Advertising Effectiveness
Prerequisites for admission
The course requires no prerequisite
Teaching methods
The course includes traditional lectures (supported by professional material, case studies and national and international productions) as well as short practical exercises that will help the students to learn and understand better the concepts.
Teaching Resources
Material for attending students:
"Pubblicità: teorie e tecniche", a cura di Ferraresi M. (2017), Carocci editore, Roma.
In addition, for non-attending students:
Bernocchi R., Contri A., Rea A. (2018). La comunicazione sociale sui media digitali, Carocci, Roma
"Pubblicità: teorie e tecniche", a cura di Ferraresi M. (2017), Carocci editore, Roma.
In addition, for non-attending students:
Bernocchi R., Contri A., Rea A. (2018). La comunicazione sociale sui media digitali, Carocci, Roma
Assessment methods and Criteria
The course includes a written cross test and labs during the year.
The aim is to test the the notions learned during the course, the ability to apply and understand them and to make personal evaluations.
The aim is to test the the notions learned during the course, the ability to apply and understand them and to make personal evaluations.
SECS-P/08 - MANAGEMENT - University credits: 6
Lessons: 40 hours
Professor:
Bernocchi Roberto