Economics of Advertising

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.

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.