Academic management

Advertising and Public Relations is the last subject within the Market Management module. It is a compulsory subject scheduled in the second semester of the fourth year.

Advertising and Public Relations are techniques that allow companies, institutions and organisations to communicate with different market segments. Advertising is possibly the most notorious communication technique due to the use of mass media. It is a core communication tool to create brand awareness, brand image and position a brand in consumers’ minds. Public Relations, less obvious and intrusive than Advertising, are so important in the current context of increasing advertising saturation, and with message recipients more interested in bidirectional communication instead of unidirectional traditional communication. This subject verses on the theoretical foundations of both techniques as well as their implementation.

There are no specific prerequisites beyond those in relation to the position of the subject on the schedule of the Degree in Commerce and Marketing. Specifically, a basic understanding of the fundamentals of other Marketing subjects, such as Strategic Marketing, Política de Marca y Producto, or Política de Promoción y Precios, Comercio Electrónico, Distribución y Canales de Comercialización, Investigación Comercial o Marketing Internacional can help the student to have a wider and deeper comprehension on the subject.

General competencies

CG1 Ability for analysis and synthesis.
CG3 Learning ability.
CG5 Ability for working and learning independently.
CG6 Ability for teamwork.
CG8 Problem resolution.
CG9 Decision-making.
CG14 Critical reasoning.
CG16 Adaptability to changing environments.
CG17 Creativity.
CG20 Initiative and entrepreneurship.
CG21 Motivation for quality.
CG22 Concern for environmental issues.
CG23 Integration of democratic values and the culture of peace at the work environment.
CG24 Integration of equal  rights and opportunities between men and women at the work environment.
CG25 Integration of equal opportunities and universal accessibility to disabled people in the work environment.

Specific Competencies
CE13 To be able to analyse and apply concepts, principles and techniques for Marketing planning.
CE15: To know and to promote the use of the differential attributes of products and Brand image.
CE19: To know and to implement the various techniques of market communication.
CE20: To be able to decide in the field of advertising and public relations.
CE35: To analyse and employ IT in a Marketing way.

Learning Results:
RA3.58. To understand the role of advertising in the market.
RA3.59. To understand the role of public relations in the market.
RA3.60. To understand the pros and cons of different media and its suitability for different communication needs.
RA3.61. To be able to design the strategy of an advertising campaign.
RA3.62. To be able to prepare a press dossier.

Abbreviated contents
Unit 1. Advertising as a technique of marketing communication.
Unit 2. Foundations of persuasion.
Unit 3: Types of persuasion.
Unit 4. The message.
Unit 5. Media.
Unit 6. Advertising agencies.
Unit 7. Legal framework for marketing communications.
Unit 8. An introduction to Public Relations.
Unit 9. Implementing Public Relations.

Basic references
Bigné, E. (2003): Promoción Comercial. Ed. Esic, Madrid.
Clow, K.E. y Baack, D. (2014), Integrated Advertising, Promotion and Marketing Communications (6th edition). Pearson Education.
Fill, C.; Hughes, G. and De Francesco, S. (2013), Advertising, Strategy, Creativity and Media. Ed. Pearson
Tellis, G.J. y Redondo, I. (2009), Estrategias de Publicidad y Promoción (1ª. Ed. 2ª imp.) Pearson Hall – Addison Wesley
Rojas Orduña, O.I. (2008), Relaciones públicas: la eficacia de la influencia (2ª ed.) Ed. Esic. Madrid.
Seitel, F.P. (2013): The practice of Public Relations (13th edition). Prentice Hall

Comprehensive contents
In the following section, the above cited abbreviated contents will be explained, with specific mention to the corresponding chapters of the basic references:

1.    Advertising as a technique of marketing communication.
1.1.    Marketing communications.
1.2.    The influence of marketing communications in consumer behaviour.
1.3.    Planning marketing communications.
1.4.    The communication process.
1.5.    Levels of response to commercial messages.

Basic references
Bigné, E. (2003): Promoción Comercial. Ed. Esic, Madrid. Capítulos 1 y 2.
Fill, C.; Hughes, G. y De Francesco, S. (2013), Advertising, Strategy, Creativity and Media. Ed. Pearson. Cap. 7.

2.    Foundations of persuasion.
2.1.    Persuading.
2.2.    Capturing and mantaining attention.

Basic references
Tellis, G.J. y Redondo, I. (2009), Estrategias de Publicidad y Promoción (1ª. Ed. 2ª imp.) Pearson Hall – Addison Wesley. Capítulos 4 y5

3.    Types of persuasion
3.1.    Rational persuasion.
3.2.    Emotional persuasion.
3.3.    Testimonials.

Basic references
Tellis, G.J. y Redondo, I. (2009), Estrategias de Publicidad y Promoción (1ª. Ed. 2ª imp.) Pearson Hall – Addison Wesley. Chapters 6, 7 y 8

4.    The mesagge
4.1.    Message and creativity.
4.2.    Communication platform.
4.3.    Message content.
4.4.    Coding a message.
4.5.    Constructing an advertisement.

Basic references
Bigné, E. (2003): Promoción Comercial. Ed. Esic, Madrid. Capítulo 7.
Fill, C.; Hughes, G. y De Francesco, S. (2013), Advertising, Strategy, Creativity and Media. Ed. Pearson. Chapter. 5.

5.    Media
5.1.    Above the Line: TV, Radio, Press, Cinema, Outdoor advertising.
5.2.    Below the Line.
5.3.    Media Planning.

Basic references
Bigné, E. (2003): Promoción Comercial. Ed. Esic, Madrid. Chapter. 8.
Clow, K.E. y Baack, D. (2014), Integrated Advertising, Promotion and Marketing Communications (6th edition). Pearson Education.
Fill, C.; Hughes, G. y De Francesco, S. (2013), Advertising, Strategy, Creativity and Media. Ed. Pearson. Chapters 8, 9 y 10.

6.    Advertising agencies
6.1.    Structure and functions within an advertising agency.
6.2.    How to chose the right advertising agency.
6.3.    Methods of remuneration for advertising services.

Basic references
Tellis, G.J. y Redondo, I. (2009), Estrategias de Publicidad y Promoción (1ª. Ed. 2ª imp.) Pearson Hall – Addison Wesley. Chapter 3.
Bigné, E. (2003): Promoción Comercial. Ed. Esic, Madrid. Chapter 9.
Fill, C.; Hughes, G. y De Francesco, S. (2013), Advertising, Strategy, Creativity and Media. Ed. Pearson. Chapter 7.

7.    Legal framework for marketing communications
7.1.    The need for regulation of marketing communications.
7.2.    Legal framework.
7.3.    Ethic framework and self-regulation.

Basic references
Tellis, G.J. y Redondo, I. (2009), Estrategias de Publicidad y Promoción (1ª. Ed. 2ª imp.) Pearson Hall – Addison Wesley. Chapter 2.
Bigné, E. (2003): Promoción Comercial. Ed. Esic, Madrid. Capítulo 9.

8.    An introduction to Public Relations
8.1.    Public Relations as a technique of marketing communications.
8.2.    Ethics and CSR in Public Relations.

Bibliografía básica
Bigné, E. (2003): Promoción Comercial. Ed. Esic, Madrid. Capítulo 16.
Seitel, F.P. (2013): The practice of Public Relations (13th edition). Prentice Hall. Chapters 1 and 4.

9.    Implementing Public Relations.
9.1.    Directing and implementing Public Relations.
9.2.    Managing a Public Relations’ crisis.

Bibliografía básica
Rojas Orduña, O.I. (2008), Relaciones públicas: la eficacia de la influencia (2ª ed.) Ed. Esic. Madrid. Cap. 5.
Seitel, F.P. (2013): The practice of Public Relations (13th edition). Prentice Hall. Chapter 9.

Exceptionally, when sanitary conditions require it, online teaching activities may be implemented. Such this be the case, students will be informed.

Student assessment will be done in the following manner:

For continuous assessment, students will organize in working teams of reduced size. Each group will work and present practical cases and will develop an Advertising Campaign for a given company, and the development of such work will be monitored during practical classes and seminars, in which each group will do oral presentations with a summary of the work done.

For all the examination periods (May/June, June/July, December/January), final mark would be calculated as the sum of the Continuous Assessment and the Final Exam (with the aforementioned minimum). Students who do not obtain a score in the exam higher than 40% of its value, will see a maximum grade of 4.9 points published as their final grade for the subject. Continuous assessment marks, as obtained during lecturing period, will be saved and valid for the two exam opportunities. In the exam re-take in January, an additional specific test will be carried out to evaluate those skills and learning outcomes that students acquire through continuous assessment.

Under evaluación diferenciada students will take another specific test to evaluate those competences and learning results that presential students acquire with the continuous evaluation. In any case, It will be the School's Comisión de Gobierno who  will analyze and confirm said procedure.

Exceptionally, when sanitary conditions require it, online evaluation methods may be implemented. Such this be the  case, students will be informed.

Basic references

Bigné, E. (2003): Promoción Comercial. Ed. Esic, Madrid.

Clow, K.E. y Baack, D. (2014), Integrated Advertising, Promotion and Marketing Communications (6th edition). Pearson Education.

Fill, C.; Hughes, G. and De Francesco, S. (2013), Advertising, Strategy, Creativity and Media. Ed. Pearson

Tellis, G.J. y Redondo, I. (2009), Estrategias de Publicidad y Promoción (1ª. Ed. 2ª imp.) Pearson Hall – Addison Wesley

Rojas Orduña, O.I. (2008), Relaciones públicas: la eficacia de la influencia (2ª ed.) Ed. Esic. Madrid.

Seitel, F.P. (2013): The practice of Public Relations (13th edition). Prentice Hall

Additional references

Bassat, L. (2006), El libro rojo de las marcas : (cómo construir marcas de éxito). Ed. De Bolsillo.

Bassat, L. (2006), El libro rojo de la publicidad. Ed. De Bolsillo.

Bassat, L. (2008), Confesiones personales de un publicitario. Ed. Planeta

Bassat, L. (2011), Inteligencia comercial. Ed. Plataforma.

Beckwith, S. (2004), Planes completos de publicidad. Editorial Deusto.

Bly, R.B. (2005): The copywriter’s handbook, 3rd Ed. St. Martin’s Griffin, NY

D&AD. (2018), The Copy Book. Bibliotheca Universalis. Ed. Taschen.

Kawasaki, G. (2011), El arte de cautivar (Como se cambian los corazones, las mentes y las acciones). Ed. Gestión2000 (Planeta)

Kotler, P. y otros (2010), Marketing 3.0. Ed. Lid.

Liberos, E. y otros (2013), El libro del Marketing Interactivo y la Publicidad Digital. Ed. Esic.

Lindstrom, M. (2012), “Buyology” (verdades y mentiras de porque compramos). Ed. Gestión2000 (Planeta)

López, D. (2013), La publicidad en internet. Ed. Aranzadi, 2013

Nevilli, I. y Beasley, D. (2013) dentro de Coca-Cola. Ediciones Gestión 2000.

Ogilvy (2011): Ogilvy on Advertising. Prion Books, London.

Roman, K. y Raphaelson, J. (2000) : Writing that works. Harper Resource.

Rodríguez, D. y otros. (2012), Publicidad on line Las claves del éxito en Internet. Ed. Esic.

Rodríguez, F. y Llorente, C. (2012), fundamentos de la eficacia publicitaria y el retorno de la inversión. Ed. Esic. Madrid.

Roman, K. (2010),David Ogilvy, el rey de Madison Avenue. Ediciones Gestion 2000.

SanAgustín, E. (2013), Marketing de contenidos. Anaya Multimedia.

Segarra, T. (2009). Desde el otro lado del escaparate (Descubrir el mundo de la publicidad). Ed. Espasa

Yustas, Y. (2012), Product Placement: la publicidad eficaz. Editorial Pirámide.

Online sources

40defiebre, https://www.40defiebre.com/

Advertising Age http://adage.com/

American Marketing Association https://www.ama.org

Asociación Española de Estudios de Mercado, Marketing y Opinión www.aedemo.es

Asociación Española de Marketing Académico y Profesional www.aemark.es

Bajo la línea http://www.duplexmarketing.com/bajolalinea/

Blog de marketing en social media http://www.socialblabla.com/

Blog de marketing www.solomarketing.es

El Sol – Festival Iberoamericano de publicidad http://elsolfestival.com/

Idea Creativa http://www.ideacreativa.org/

IPMARK http://www.ipmark.com/

La Criatura Creativa http://lacriaturacreativa.com/

Marketing directo www.marketingdirecto.com

Puro marketing www.puromarketing.com

We love advertising  http://www.weloveadvertising.es/

Yorokobu http://www.yorokobu.es/creatividad/