Educational guide 2025_26 Facultade de Comunicación

Contents

Topic	Sub-topic
I Effective Messaging Strategies in Advertising.	a) The preparation of the briefing. b) Information necessary in a briefing. c) Organization and interpretation of information. d) The strategic approach.
II Copywriting essentials.	a) Characteristics and functions of advertising messages. b) Elements of an advertising commercial. c) The relationship between text and images. d) Creative ways and types of messages. e) Advertising effectiveness.
III The idea and the process of creation	a) The creative process b) Creative strategy. c) The generation of ideas. d) Principles and techniques for creating ideas. e) The creative concept. f) Verbalization and execution of the idea.
IV Advertising media from an expressive point of view.	a) Visual graphics. b) Audiovisual. c) Interactive and digital media. d) Branded content and non-intrusive formats. e) BTL actions. f) 360 actions.
V Ideas to sell an idea.	a) Techniques to sell an advertising campaign. b) Pitching methodology. c) What comes next: from sketch to final art.