Medios Publicitarios
Este curso introduce a los estudiantes a los conceptos fundamentales de los medios publicitarios. Analiza las características de los diferentes medios impresos y electrónicos, y las audiencias de éstos. Estudia las teorías de exposición de mensajes publicitarios y las actitudes de las audiencias; la acumulación, combinación y medida de éstas. Estudia además el manejo de presupuestos publicitarios, planificación e investigación de medios. Aborda el tema de las relaciones entre anunciantes, agencias publicitarias y los medios. El mismo es de orientación práctica.
Bibliografía recomendada
Narrativas transmediales: la metamorfosis del relato en los nuevos medios digitales by ISBN: 9788417690649Publication Date: 2019
¿Cómo dar forma a las ideas publicitarias según el medio de difusión? by ISBN: 9788491165354Publication Date: 2016
Advertising by Design by
A real-world introduction to advertising design in today's industry Advertising by Design is the most comprehensive, up-to-date guide to concept generation and design for advertising. Step-by-step instructions and expert discussion guide you through the fundamentals, as you develop the deeper understanding that connects the dots and sparks your creativity. Interviews with leading creative directors provide a glimpse into the real-world idea generation process, and case studies of successful ads allow you to dissect both the process and result to discover the keys to effective advertising. This new third edition has been thoroughly updated to reflect the industry's shift from print and TV ads to fully integrated transmedia campaigns, giving you invaluable insight into a broad range of media channels. New concepts and strategies for social media, digital media, pull marketing, creative content, and more are discussed in depth to help you tell an engaging story using every tool at your disposal. Ancillaries include PowerPoint slides and quizzes bring this book right into the classroom for a complete introduction to advertising design. Students seeking a career in advertising need the ability to generate idea-driven campaigns and adapt them for use in print, mobile, television, and social media formats. This book provides the well-rounded instruction required to succeed in the digital age. Master the fundamentals of advertising design for a range of media channels Integrate print, web, social media, and more to convey an engaging story Jumpstart your creativity with lessons from top creative directors Build your knowledge base around the reality of modern advertising Effective advertisers blend ideas, information, and entertainment in a way that reaches a range of audiences through a range of media types; this requires deep mastery of idea generation, copywriting, and graphic design. Advertising by Design helps you develop the skills and knowledge today's advertising industry demands. "With its colorful, current examples, insightful interviews and relevant and thorough content, this book is the winning text for me." (Journal of Advertising Education, Sage Journals - Spring 2017)
ISBN: 9781118971062Publication Date: 2016
La publicidad y los medios: ensayos de introducción a la publicidad (2a. ed.) by ISBN: 9788431330828Publication Date: 2015
