UNIT 2: STRATEGIES OF ADVERTISING COMMUNICATION (I) INTRODUCTION. |
2.1 Conditioning elements of the advertising strategy.
2.2. The advertising strategy. |
SUBJECT 4: THE BRAND: STRATEGIES OF THE ADVERTISING COMMUNICATION (III) THE DOCUMENTATION OF THE STRATEGY. |
4.1 Definition, brief and briefing. Data that include and objectives.
4.2 Theoretical aspects about the briefings.
4.3 Structure and content of the briefing.
4.4. The role of the planner. |
UNIT 5: POSITIONING: STRATEGIES OF ADVERTISING COMMUNICATION (IV) CREATION OF STRATEGIES. |
5.1 Historical evolution of advertising strategies.
5.2 Key concepts: corporate, marketing and advertising strategies.
5.3 Types of advertising strategies: competitive and development.
5.4 The copy strategy: definition, bases, operation and writing.
5.5 Creative strategy.
5.6 Media strategies. Media briefing. |
UNIT 6: DIGITAL STRATEGIC PLANNING. |
6.1. Initial digital audit.
6.2. Diagnosis of needs.
6.3. Strategy design.
6.4. Audit and monitoring. |