Guia docente 2023_24 Facultade de Comunicación

Contents

Topic	Sub-topic
1. The audiovisual market	1.1. The audiovisual market: definition, sectors and actors. 1.2. Windows of distribution: cinema, television and platforms. 1.3. The audiovisual product.
2. Branding in the audiovisual market	2.1. The concept of brand: identity and image 2.2. The strategic management of brands and the concept of positioning. 2.3. Branding in the audiovisual market.
3. The promotion of the idea: of the concept to the audiovisual work	3.1. The development inside the stages of the production. 3.2. The package as a sale and promotion tool. 3.3. The pitching as a sale and promotion tool.
4. The promotion of the audiovisual work I: the campaign of communication	4.1. Approach to the advertising and to the public relations: definition and functions. 4.2. The campaigns of communication: aims, public, messages, media and actions. 4.3. Planning of the campaign of communication.
5. The promotion of the audiovisual work II: media, strategies and tools	5.1. Advertising media 5.2. Tools and traditional promotional actions in the audiovisual market. 5.3. Strategies and promotional actions in internet: the social media. 5.4. Strategies and specific actions of public relations in the audiovisual market. 5.5. The value chain of the film product