The course provides core understanding and tools to conceive an advertising campaign. It covers advertising strategy (identification of the customer insight, elaboration of the creative idea, and writing of the creative brief), the execution of a campaign (channel planning and media buying), and measurement of a campaign’s effects.
It also questions the extent to which advertising decisions affect collective well-being via the construction and deconstruction of consumer representations (e.g., gender, generational, ethnic, religious representations). This dimension is also crucial to locate advertising within a broader perspective, in terms of both its temporal effects (namely, long-term effects) and implications (not just competitive and financial, but also cultural and social).
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