El mundo de la publicidad es muy atractivo y apasionante para muchas personas. Ya se trate de profesionales de negocios, estudiantes o público en general, los diferentes aspectos involucrados con las comunicaciones publicitarias suelen despertar gran interés. No obstante, muchas veces se desconocen los conceptos, herramientas y metodologías sobre los cuales se apoyan los expertos publicitarios para la construcción de mensajes relevantes y efectivos.
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El mundo de la publicidad es muy atractivo y apasionante para muchas personas. Ya se trate de profesionales de negocios, estudiantes o público en general, los diferentes aspectos involucrados con las comunicaciones publicitarias suelen despertar gran interés. No obstante, muchas veces se desconocen los conceptos, herramientas y metodologías sobre los cuales se apoyan los expertos publicitarios para la construcción de mensajes relevantes y efectivos.
El mundo de la publicidad es muy atractivo y apasionante para muchas personas. Ya se trate de profesionales de negocios, estudiantes o público en general, los diferentes aspectos involucrados con las comunicaciones publicitarias suelen despertar gran interés. No obstante, muchas veces se desconocen los conceptos, herramientas y metodologías sobre los cuales se apoyan los expertos publicitarios para la construcción de mensajes relevantes y efectivos.
En línea a lo anterior, a lo largo de este curso se realizará un recorrido que permitirá transitar los siguientes puntos: en el primer módulo se expondrán las ideas esenciales de la disciplina publicitaria, resaltando la importancia de contar con una visión estratégica y comprender cómo las comunicaciones integradas de marketing, donde la publicidad puede ser partícipe, deben alinearse y trabajar a favor de los objetivos que se persigan. Luego, en el segundo módulo, se trabajarán conceptos inherentes a la comprensión de la comunicación como proceso y, en ese marco, qué aspectos deben considerarse para la construcción de mensajes efectivos que respondan a los lineamientos previamente definidos.
En el tercer módulo se analizará la integración de la publicidad con otras herramientas que podrán dar forma a una campaña completa de comunicaciones y se propondrá un acercamiento al ecosistema digital para comprender cómo la publicidad se integra en el mismo, para así propiciar el impulso y crecimiento de negocios, marcas, productos o iniciativas involucradas.
Finalmente, en el cuarto módulo se desarrollará la idea del embudo de atracción y las herramientas principales que podrían utilizarse en su diseño e implementación. Entre esas herramientas, se abordará la relevancia de las redes sociales como medios para conectar con audiencias de interés y se propondrán lineamientos esenciales para su mejor gestión.
Además de los desarrollos teórico-prácticos, propios de la presentación de los diversos temas hasta aquí mencionados, se incluyen actividades adicionales, tales como foros y cuestionarios que ayudarán a la internalización de las ideas, herramientas y conceptos trabajados.
Objetivos del curso:
- Lograr una mirada amplia acerca de la comunicación publicitaria y sus conceptos elementales.
- Internalizar la idea de cómo la publicidad se interrelaciona con otros aspectos de la gestión de marketing.
- Reconocer los diferentes elementos y consideraciones esenciales que deben tenerse en cuenta para la construcción de mensajes relevantes y efectivos.
- Incorporar conceptos y herramientas para integrar la administración de los medios digitales en las comunicaciones de marketing.
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Syllabus
El marketing, la publicidad y la comunicación simbólica
En esta semana te abocarás a comprender cómo la publicidad se integra con otros aspectos y tareas inherentes a la gestión de marketing y así podrás derribar el mito popular de que la publicidad y el marketing son casi conceptos equivalentes. Luego, navegarás por las curiosidades del proceso de comunicación y entenderás cómo juega la percepción a los efectos del posicionamiento de marcas y productos.
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Syllabus
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Activities
Organize and summarize course materials
Show steps
Create a comprehensive set of notes and summaries to enhance your understanding and retention of course content.
Show steps
-
Review lecture notes, slides, and assigned readings.
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Take additional notes or highlight key points during lectures and discussions.
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Summarize key concepts and ideas in your own words.
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Organize your notes and summaries into a logical and accessible format.
Attend industry events and connect with advertising professionals
Show steps
Build your professional network and gain insights from experienced individuals in the advertising industry.
Show steps
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Identify relevant industry events, conferences, and workshops.
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Prepare an elevator pitch and business cards to introduce yourself.
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Attend the events and engage with professionals in your field.
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Follow up with connections made at the events.
Compile a curated list of advertising industry resources
Show steps
Create a valuable resource for yourself and others by gathering relevant materials and tools for the advertising industry.
Show steps
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Identify and collect articles, websites, blogs, and other resources related to advertising.
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Organize the resources into a logical and accessible format.
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Annotate or summarize the resources to provide additional context and value.
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Share your compilation with classmates or the wider advertising community.
Four other activities
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Show all seven activities
Develop a mock advertising campaign brief
Show steps
Create a comprehensive advertising campaign brief to demonstrate your understanding of campaign planning and execution.
Show steps
-
Define the target audience and campaign objectives.
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Develop a creative concept and message.
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Determine the media channels and budget allocation.
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Outline the campaign timeline and key performance indicators.
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Present your mock campaign brief to receive feedback and suggestions.
Create a multimedia presentation on a specific advertising strategy
Show steps
Develop a creative and engaging presentation to showcase your understanding of a specific advertising strategy.
Show steps
-
Choose an advertising strategy and research its key components.
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Develop a visually appealing presentation that includes text, images, videos, and interactive elements.
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Clearly explain the strategy, its benefits, and how it can be applied in real-world scenarios.
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Practice your presentation and gather feedback from peers or instructors.
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Deliver your presentation to the class or a wider audience.
Analyze real-world advertising campaigns
Show steps
Examine actual advertising campaigns to understand their effectiveness and apply your knowledge to your own work.
Show steps
-
Select a variety of advertising campaigns across different industries and platforms.
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Evaluate the campaigns based on their target audience, messaging, and creative execution.
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Identify the key factors that contribute to the success or failure of each campaign.
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Document your findings and share your insights with others.
Explore online tutorials on advanced advertising techniques
Show steps
Expand your knowledge of cutting-edge advertising techniques through guided tutorials and online resources.
Show steps
-
Identify online tutorials and resources that align with your learning goals.
-
Follow the tutorials step-by-step and complete the exercises.
-
Experiment with different techniques and apply them to your own projects.
-
Share your findings and experiences with others in the class or online forums.
Organize and summarize course materials
Show steps
Create a comprehensive set of notes and summaries to enhance your understanding and retention of course content.
Show steps
- Review lecture notes, slides, and assigned readings.
- Take additional notes or highlight key points during lectures and discussions.
- Summarize key concepts and ideas in your own words.
- Organize your notes and summaries into a logical and accessible format.
Attend industry events and connect with advertising professionals
Show steps
Build your professional network and gain insights from experienced individuals in the advertising industry.
Show steps
- Identify relevant industry events, conferences, and workshops.
- Prepare an elevator pitch and business cards to introduce yourself.
- Attend the events and engage with professionals in your field.
- Follow up with connections made at the events.
Compile a curated list of advertising industry resources
Show steps
Create a valuable resource for yourself and others by gathering relevant materials and tools for the advertising industry.
Show steps
- Identify and collect articles, websites, blogs, and other resources related to advertising.
- Organize the resources into a logical and accessible format.
- Annotate or summarize the resources to provide additional context and value.
- Share your compilation with classmates or the wider advertising community.
Develop a mock advertising campaign brief
Show steps
Create a comprehensive advertising campaign brief to demonstrate your understanding of campaign planning and execution.
Show steps
- Define the target audience and campaign objectives.
- Develop a creative concept and message.
- Determine the media channels and budget allocation.
- Outline the campaign timeline and key performance indicators.
- Present your mock campaign brief to receive feedback and suggestions.
Create a multimedia presentation on a specific advertising strategy
Show steps
Develop a creative and engaging presentation to showcase your understanding of a specific advertising strategy.
Show steps
- Choose an advertising strategy and research its key components.
- Develop a visually appealing presentation that includes text, images, videos, and interactive elements.
- Clearly explain the strategy, its benefits, and how it can be applied in real-world scenarios.
- Practice your presentation and gather feedback from peers or instructors.
- Deliver your presentation to the class or a wider audience.
Analyze real-world advertising campaigns
Show steps
Examine actual advertising campaigns to understand their effectiveness and apply your knowledge to your own work.
Show steps
- Select a variety of advertising campaigns across different industries and platforms.
- Evaluate the campaigns based on their target audience, messaging, and creative execution.
- Identify the key factors that contribute to the success or failure of each campaign.
- Document your findings and share your insights with others.
Explore online tutorials on advanced advertising techniques
Show steps
Expand your knowledge of cutting-edge advertising techniques through guided tutorials and online resources.
Show steps
- Identify online tutorials and resources that align with your learning goals.
- Follow the tutorials step-by-step and complete the exercises.
- Experiment with different techniques and apply them to your own projects.
- Share your findings and experiences with others in the class or online forums.
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