Workshop: Advertising Strategy
A.Y. 2020/2021
Learning objectives
The aim of the workshop is to give students the basis to recognize technical words such as creative brief, planning cycle, consumer insight, and concept, and to learn how to make an advertising strategy. The first part of the workshop will be enriched with the presentation and debate of case studies.
Expected learning outcomes
By the end of the workshop the students, having worked on some exercises of creative brief, will be confiedent in the use of this fundamental phase of an advertising agency's job. Every exercise foresees the creative proposal according to the strategy they had produced. This will complete they basic preparation for an eventual job in the advertising business.
Lesson period: First semester
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
First semester
Lessons will be performed in presence and simultaneously in streaming.
Course syllabus
Strategic planning
The role of the strategic planner
Creative brief and briefing
Case study of advertising campaign starting from creative strategy till creative proposals
Group exercises simulating advertising projects
The role of the strategic planner
Creative brief and briefing
Case study of advertising campaign starting from creative strategy till creative proposals
Group exercises simulating advertising projects
Prerequisites for admission
None.
Teaching methods
Frontal lessons for the preparatory part, teamwork and presentation of the projects.
Teaching Resources
- Gabardi E. (ed., 2002), La visione strategica, Franco Angeli, Milano.
- Gabardi E. (2017), La strategia creativa, in Mauro Ferraresi (ed.), Pubblicità: teorie e tecniche, Carocci, Roma.
- Lombardi M. (ed., 2010), La strategia in pubblicità. Manuale di tecnica multimediale: dai media classici al digitale, Franco Angeli, Milano.
- Saunders J. (ed., 2012), La sfida della comunicazione. Guida pratica al planning della comunicazione, Franco Angeli, Milano.
- Gabardi E. (2017), La strategia creativa, in Mauro Ferraresi (ed.), Pubblicità: teorie e tecniche, Carocci, Roma.
- Lombardi M. (ed., 2010), La strategia in pubblicità. Manuale di tecnica multimediale: dai media classici al digitale, Franco Angeli, Milano.
- Saunders J. (ed., 2012), La sfida della comunicazione. Guida pratica al planning della comunicazione, Franco Angeli, Milano.
Assessment methods and Criteria
At the end of the laboratory the students, having worked on some exercises of creative brief, will be accustomed with this fundamental phase of an advertising agency's job. Every exercise foresees the creative proposal according to the strategy they had produced. This will complete they basic preparation for an eventual job in advertising business. Students must attend for at least seven lessons.
- University credits: 3
Humanities workshops: 20 hours
Professor:
Gabardi Emanuele Carlo Maria