Structure of the Advertising System

Universitat Internacional de Catalunya

Credits: 4

Code: 9272

Course: 3

Term: Second semester

Type: OB

Module: Audiovisual Creation Techniques

Matter: Estructura del sistema audiovisual

Main language of instruction: Catalan

Other languages of instruction: Spanish

Teaching staff

Head instructor:
Dr. MARTÍN GUART, Ramon - rmarting@uic.es

Office hours:

Meetings with professors will be fixed on-demand.

Introduction

This course is an approach to the advertising industry, a modern industry that moves billions of euros around the world.

You will acquire a global vision of how the advertising industry works and, above all, what the processes, systems, and involved subjects: advertisers, advertising agencies, media centers, conventional and unconventional advertising media, consumers, research, etc.

Likewise, you will know the different professional profiles that participate in this business and what their functions are. In this way, you will have enough information to envision the direction you would like your professional career to take since it requires different training and talents for profiles with well-differentiated skills.

Broadly speaking, what this subject intends is for you to get closer to a sector that lives in constant change. And to understand it, it is important that you know its beginnings and its evolution until it reaches its current situation.

Pre-course requirements

There are no prerequisites.

The subject is part of the set of subjects that train students to train for professional practice in the advertising sector, either in advertising agencies or in the communication departments of advertising companies.

Objectives

Understand the historical evolution of the advertising activity and the agents involved.
Understand the uniqueness of different media sectors.
Meeting the 'disruptive' factors of media industry and new entrants.
Knowing the Spanish market with a certain depth (actors, audience and environment).
Knowing the major global players in the industry of advertising.
Approach the current situation of the advertising industry and the new needs of the environment.

Competences/Learning outcomes of the degree programme

28 - The ability to critically analyse the European, Spanish, and global film industry
29 - The ability to contextualise and critically analyse the products of the audiovisual industry
35 - The ability to understand and implement the system that governs the operation of a feature film
36 - The ability to understand and apply the audiovisual system structure
37 - The ability to understand and apply the national and supranational system of subventions and economic aid
38 - Ability to understand and apply the legal dimension of an audiovisual product
39 - The ability to understand and apply the different agents of the audiovisual sector
40 - The ability to understand and apply the different departments of a film production
57 - The ability to design and critique the organisational structure of a television station
62 - Knowledge and mastery of the financial systems of television stations

Learning outcomes of the subject

To understand the media as an industry and its recent changes.
To get a critical and placed in an adequate context view of the different areas of the Spanish advertising industry, according to an objective criteria and in contrast to many other countries.
To be able to perceive accurately how to oversee and catch prospective trends in the sectors of communication.

Syllabus

The advertising industry: origin and present, what is an advertising agency?
Famous advertising executives
The actors of the advertising activity: advertisers, advertising agencies, media agencies and consumers.
Professional profiles:

Advertiser: Marketing Director
Advertising agency: Accounts Department, Creative Department, Strategic Planning Department and Advertising Production Department.
Media agency: Planning Department, Studies Department, Purchasing Department.
New professional roles

Media paradigm shift
Revolution in the concept of marketing mixand and its consequences in the advertising industry
Advertising effectiveness
Main metrics: what do we want to measure and how can we measure it?

Teaching and learning activities

In person

TRAINING ACTIVITY	ECTS CREDITS
Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students.	1.6
Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups.	1.8
Meeting Point. Meetings will be organised with notable people from the professional and scientific fields or the international field, and students. These sessions will take the form of conferences, work sessions, discussions, or interviews, etc.	0.4
Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested.	0.2

Evaluation systems and criteria

In person

30% Final grade Continuous evaluation: attendance and participation in class, works on the current situation of the sector and class work (without double chance to hand in the continuous evaluation exercises, especially those done in class)
30% Final grade Final group work
40% Final grade Final exam*

Important: It is necessary to have passed each of the 3 parts, in order to average and pass the subject.

* The exams, from the 2nd call, are worth 100% of the final grade

Bibliography and resources

BASIC BIBLIOGRAPHY

Balayan, A.A. & Tomin, L.V. (2020). «The Transformation of the Advertising Industry in the Age of “Platform Capitalism”». en IEEE Communication Strategies en Digital Society Seminar (ComSDS) (pp. 133-136). IEEE.
Bhavsar, R. (2018). «The Burgeoning Digital Media Consumption: A Challenge for Traditional Television and Advertising Industries-An Analysis». Amity Journal of Media & Communications Studies (AJMCS) (vol. 8, núm. 1)
Caro, F.J. & Fernández, J.D. (2016). Empresa publicitaria. Administrar y emprender en publicidad. Sevilla: Advook Editorial.
Castellblanque, M. (2006). Sujetos de la actividad publicitaria. Barcelona: UOC.
Ferrer Lorenzo, I. & Medina Aguerrebere, P. (2013). Gestión empresarial de la agencia de publicidad. Barcelona: Ediciones Díaz de Santos.

COMPLEMENTARY BIBLIOGRAPHY

Ajaz, A. & Olander, S. (2012). Velocity. Ed. Vermilion
Alvarez-Ruiz, A. (2018). El planner estratégico: incorporar la estrategia en las campañas y acercarlas al público. Barcelona: UOC.
Blank, S. & Dorf, B. (2016). El Manual del Emprendedor. Barcelona: Editorial Booket.
Castellblanque, M. (2001). Estructura de la actividad publicitaria. La industria publicitaria de la A a la Z. Barcelona: Paidós Papeles de Comunicación.
Dircom (2013). El Decálogo dircom. 10 preguntas y 10 respuestas sobre la función de Dirección de Comunicación. Barcelona: Dircom Catalunya.
Dircomfidencial (2020). «La obligada transformación de las agencias creativas ante la caída de los medios pagados» https://dircomfidencial.com/marketing/la-obligada-transformacion-de-las-agencias-creativas-ante-la-caida-de-los-medios-pagados-20190902-0404
Duhan, D. F. & Sandvik, K. (2009). «Outcomes of Advertiser–Agency Relationships: the Form and the Role of Cooperation». International Journal of Advertising (vol. 28, núm. 5, p. 881-919).
Farmer, M. (2019). Madison Avenue Manslaughter: An inside view of fee-cutting clients, pro- fit-hungry owners and declining ad agencies. Londres: LID Publishing.
Fernández, J.D. (2005). Aproximación a la estructura de la publicidad. Ed. Comunicación Social Ediciones y Publicaciones.
Fondevila-Gascón, J. F.; Rom-Rodríguez, J.; Polo-López, M. & Crespo, J. L. (2020). «Marketing and Advertising: Trends of the Sector». A: Martínez-López, F. J.; D’Alessandro, S. Advances in Digital Marketing and eCommerce (p.1-8). Cham: Springer.
Holm, N. (2016). Advertising and Consumer Society: A Critical Introduction. Londres: Macmillan International Higher Education.
Lee, A. R.; Son, S. & Kim, K. K. (2016). «Information and Communication Technology Overload and Social Networking Service Fatigue: A Stress Perspective». Computers in Human Behavior (vol. 55, núm. A, pàg. 51-61).
López Lita, R. (2001). Las agencias de publicidad: Evolución y posicionamiento futuro. Castellón: Universitat Jaume I.
Marketingdirecto.com (2020). «La tendencia hacia las agencias creativas in-house toma impulso con el COVID-19» https://www.marketingdirecto.com/marketing-general/agencias/la-tendencia-hacia-las-agencias-creativas-in-house-toma-impulso-con-el-covid-19
Marketing Directo (2020). «La nueva visión de las agencias: 50 % agencia, 50 % consultora. www.marketingdirecto.com/especiales/reportajes-a-fon- do/la-nueva-vision-de-las-agencias-50-agencia-50-consultora>
Marketline (2020). MarketLine Industry Profile Global Advertising https://store.marketline.com/report/ohme9232--global-adverti- sing
Mazo del Castillo, J.M. (1994). Estructura de la comunicación por objetivos. Estructuras publicitarias y de las relaciones públicas. Madrid: Ariel Comunicación.
Montaña Blasco, M. (2021). Actors de la indústria publicitària: anunciants, agències i altres. Barcelona: UOC
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Montaña Blasco, M. (2021). Perfils professionals. Barcelona: UOC
Pérez, M.A. (2010). Fundamentos de las Estructuras de la Publicidad. Ed. Síntesis.
Puromarketing.com (04/09/2018). «El boom de las agencias in-house y cómo complica
las cosas para las agencias tradicionales» www.puromarketing.com/41/30822/boom-agencias-in-house-como-complica-cosas-para-agencias-tradicionales.html
Roberts, K. (2005). Lovemarks: The Future Beyond Brands. Nova York: Powerhouse books.
Roetzer, P. (2011). The marketing agency Blueprint. Ed. Wiley.
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