Academic Year/course:
2017/18
272 - Degree in Journalism
25335 - Elements of advertising and public relations
Syllabus Information
Academic Year:
2017/18
Subject:
25335 - Elements of advertising and public relations
Faculty / School:
103 - Facultad de Filosofía y Letras
Degree:
272 - Degree in Journalism
ECTS:
6.0
Year:
4
Semester:
Second Four-month period
Subject Type:
Compulsory
Module:
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5.1. Methodological overview
See "Learning activities " and "Syllabus".
More information will be provided on the first day of class.
5.2. Learning tasks
- Theoretical lectures.
- Practical lectures.
- Individual work.
- Personal study.
- Assessment activities.
5.3. Syllabus
1. History of advertising
2. The advertising communication process. Subjects of the process
2.1. The advertiser
2.2. The agency
2.3. The media
2.4. The publics
3. Ethical and legal framework
4. The advertising campaign.
5. The creation of the spot.
6. Advertising communication and PR. The principles of PR.
5.4. Course planning and calendar
See the academic calendar of the University of Zaragoza (http://academico.unizar.es/calendario-academico/calendario) and the website of the Faculty of Philosophy and Arts (Schedule of classes: https://fyl.unizar.es/horario-de-clases#overlay-context=horario-de-clases; Examination schedule: https://fyl.unizar.es/calendario-de-examenes#overlay-context=)
More information will be provided on the first day of class.
5.5. Bibliography and recommended resources
[BB: Bibliografía básica / BC: Bibliografía complementaria]
- [BB] Eguizábal, Raúl. Teoría de la publicidad / Raúl Eguizábal Madrid : Cátedra, 2007
- [BB] Moline, Marçal. La comunicación activa : Publicidad sólida / Marçal Moliné Bilbao : Deusto, 1988
- [BB] Perlado Lamo de Espinosa, Marta. Planificación de medios de comunicación de masas / Marta Perlado Lamo de Espinosa Madrid : McGraw Hill, D.L. 2006