General information

Subject type: Mandatory

Coordinator: Rafael Suarez Gómez

Trimester: Third term

Credits: 6

Teaching staff: 

Juan Rafael Ventura Alvarez
Ana Aitana Fernández Moreno 
Anna Pilar Llacher Alsina 


Specific skills
  • E5_Design and make an audiovisual product (consisting of still or moving images), taking into account both its technical and artistic aspects, in all its components

  • E10_Apply processes, methods and techniques to develop creativity and innovation in audiovisual production, multimedia development and video game programming

  • E12_Planning business strategies related to the economic and social phenomena typical of the welfare society and the digital entertainment industry. Turn ideas into actions in a creative and innovative way

  • E13_Apply the principles of visual and sound design for the creation of presentation elements used in sound, audiovisual, television and show products

  • E16_Idear, design, plan and make an advertising audiovisual piece from the conceptualization of its message, the elaboration of the script, the communication strategy and its diffusion

Transversal competences
  • T2_That students have the ability to work as members of an interdisciplinary team either as one more member, or performing management tasks in order to contribute to developing projects with pragmatism and a sense of responsibility, making commitments taking into account the available resources


This course aims to delve into the process and tools for planning, designing and making an advertising product, addressing both its creative and narrative and artistic aspects, in all its components. The syllabus of the subject is an approach to business principles in the advertising and commercial communication sector; We want to know and understand the organization of a company / advertiser and the relationship it establishes with the advertising agency to build a creative campaign; Also Understand the consumer society and the transformations of the consumer / passive spectator into an active user (prosumer).

Learning outcomes

At the end of the course the student must be able to:

LO1 Encourage and / or participate in brainstorming sessions and evaluate their development possibilities.

LO2 Present, communicate and defend ideas from multidisciplinary groups.

LO3 Understand the tools, processes and formats of advertising communication.

LO4 Analyze an advertising campaign in a professional way.

LO5 Develop an advertising audiovisual piece from the client's briefing, to the idea and to the production of the same.

LO6 Plan a campaign according to the different media and advertising media.

LO7 Have an accurate view of the current landscape of advertising production and its operation.

LO8 Apply an audiovisual and multimedia project with rigor, analyzing the initial requirements of a project.

Working methodology

The subject will be taught through theoretical classes (master classes with presentations - 5 hours per week), combined with practical sessions in the laboratories (2 hours).
fortnightly), oral presentations by students about their projects, as well as some talks by professionals (conferences) that will complement the information.

Each session will give current and current examples (which are usually video capsules) that will help to better understand the different concepts.
theoretical, and will be discussed in class with all kinds of topics directly related to the theoretical concepts.

In the practical sessions, small groups will be set up to carry out a complete, step-by-step advertising campaign.



 1. Introduction to advertising

1.1.Consumer society.

1.2.Theory and definition.

1.3.The creation of brands.

2. History of advertising

2.1.Protohistory of advertising.

2.2.Mass advertising.

2.3.Consumer advertising.

2.4.The parents of modern advertising.

3. What is advertising?

3.1.From marketing to advertising.

3.2.Media and advertising.

3.3.Conventional and unconventional advertising.

3.4.Transmedia advertising. The medium at the service of the idea.

4. The process of advertising communication

4.1. Objectives of communication.

4.2. The briefing and the creative briefing.

4.3. Strategic planning and research.

4.4. The consumer. Classification.

5. The creative process

5.1. Ideas and brainstorming.

5.2. Creative resources.

5.3. Audiovisual advertising formats.

5.4. The word.

5.5. The picture.

5.6. The sound.

5.7. Production

6. Structure of advertising activity

6.1.Structure of the advertising agency.

6.2.Departments and functions of an advertising agency.

6.3.Current overview of the advertising sector.

6.4.Advertiser, agency and producer.

7. Media planning

7.1.Basic concepts: audience, coverage, repetition.

7.2.Current media overview.

7.3.Means plan.


Learning activities

1. Development of a Brainstorming and an Advertising Briefing (corresponds to the following learning outcomes: RA1, RA2, RA3, RA6):

In groups, generation of campaign ideas and preparation of an advertising briefing. This activity aims to apply the knowledge presented in class on the definition of an advertising briefing. Also, the development of the critical sense will be worked from a later session of contrabriefing, that will be realized in class.

2. Research. Development of a strategic concept (corresponds to the following learning outcomes: RA3, RA4, RA6, RA7):

From the briefing provided to students, design of a research in order to obtain and identify useful and relevant information for the definition of strategic positioning and the subsequent development of an advertising campaign. Definition of the strategic concept.

3. Pre-production (with the relevant documentation) and Production of two advertising audiovisual pieces (corresponds to the following learning outcomes: RA5, RA7, RA8):

Preparation and development of a PPM session in order to finalize and agree on the filming details and characteristics of the final audiovisual pieces. Ad development.

4. Transmedia storytelling (corresponds to the following learning outcomes: RA3, RA4, RA5, RA6, RA7):

Approach and creation of a cross-platform audiovisual advertising strategy that follows the principles of transmedia storytelling.


Evaluation system

Evaluation and percentages of the final mark:

40% final theoretical exam of the subject (Assessment method: Exam)

30% of practical exercises (Brainstorming + Briefing: 10%, Counter-briefing + Strategic Plan: 10%, PPM 10%) (Assessment methods: participation in the activities proposed in the classroom - group work)

30% final project (dossier + spots) (Assessment methods: portfolio - group work)

-The assistance it is compulsory in order to pass the practices that are carried out and will be evaluated in class. Unjustified absence from the internship will mean losing the total percentage of the same.

-La correctness and formality in written submissions it is very important: It will be possible to lower note by orthotypographic errors, of writing and style.

-In order to average between the practical exercises and the final exam, a minimum grade of 5 will be required for the exam. Below this grade, there will no longer be an average and the subject will be suspended. 

-Recovery: the recovery of the subject will be done from an examination similar to the previous one, and that will suppose the final note of the subject. Neither those who have passed nor those who have not taken the assessment tests of the subject (practical exercises and final theoretical exam) cannot take it. The exercises worked on in the practices are not recoverable. The re-evaluation of the subject only contemplates the realization of an alone examination, that recovers the total of the note suspended.

-Plagiarism will be penalized: if plagiarism is detected in any of the works or exercises, that practice will be suspended directly.

-In one of the last sessions of the subject will be the projection of the spots carried out together with the teacher of post-production and video editing, who will evaluate, in his subject, the assembly of the audiovisual spots (Separate evaluation method in each subject - group work).



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