Interactives Script and Design for Advertisement and Corporate Communication  (20498)

Degree/study: Bachelor's Degree of Advertising and Public Relations
Year: third
Term: third
Number of ECTS credits: 4 credits
Hours of studi dedication: 80 hours
Teaching language or languages: 

Spanish, Catalan and documentation in English.

 
Teaching Staff: Carles Sanabre Vives

 

1. Presentation of the subject

 

Interactives Script and Design for Advertisement and Corporate Communication is an optional course imparted during the third year of the Bachelor's degree of Advertising and Public Relations.

It intends to offer a global perspective on the whole interactives production process and, more specifically, on the advertising communication in digital environments. This perspective is always in the light of the current context of where it takes place: interactive communication companies belonging to the field of multimedia and advertising industries, targeting a wide market and with their own language and the help of new information and communication technologies (TIC).

The course objective is to provide students with the required conceptual framework to deal with the problems derived from the direction and management of interactive projects.

 

Everything is interconnected: Internet, mobile phones, portable devices, cash machines, game consoles or our GPS equipped- vehicles are just day-to-day examples of a growing industry changing at a rate hitherto unknown. We live immersed in a revolution whose global perspective will only be known in years to come. Activity digitalisation affects all sectors of society (education, industry, government, health system, legal system, etc.) and the persuasive communication and media industries are an essential part of that changing process. Media have also become digital, from the writing and the prepress and printing processes to the digital versions available on several supports (Internet, mobile phone, Palm, Playstation Portable, etc.). Even TV, the big mass media, has become digital: TDT (terrestrial digital television) is a reality and the number of Internet TV users is increasing every day. In an environment where Youtube is already a mass phenomenon, Google acts as the world's biggest advertising agency and brands such as BMW and Pirelli have produced fiction films available online. We live in a global social network.

 

In this environment, Internet TV, IPTV (Internet Protocol Television, like Telefónica's Imagenio), the online video on demand (like Youtube), and the PVR (personal video recorders, like TiVo or InOut TV in Spain) and TDT are changing the way we watch TV and, therefore, the way we watch advertisements. This is an environment where the internet user becomes the transfer medium of persuasive messages under the influence of the so-called viral marketing.

 

We also see how internet users' blogs generate contents and become an advertising medium, as audiences are swinging from traditional media (publications and online press) to surf an increasingly active blogosphere.

Games or advergaming lead us as well to play, to interact with brands, or even to have a second life in phenomena such as Second Life, where we can interact with other people and with brands, companies and businesses.

 

2. Competences to be attained

 

Over the course, students will develop the following competences:

Competences

Knowledge of the current situation and the evolution of the industrial, social and aesthetic aspects affecting the transformations of elements, forms and communication processes in digital environments.

Knowledge of the Internet media structure: characteristics, typologies and problems.

Theoretical and practical knowledge of audience analysis and research, as well as knowledge of supports and media analysis, selection and purchase for the advertising planning in digital media.

Knowledge of the advertisement development processes: digital campaigns methods, creative techniques and analysis systems.

Knowledge of the elements, forms and processes of advertising languages and other forms of communication, using for that purpose the official languages in Catalonia and foreign languages, especially English.

Capacity and ability to use technologies and communication techniques in the different media or combined interactive media systems (multimedia).

To work collaboratively in digital environments.

Capacity and ability to give creative expression to messages.

To apply 2.0 web tools to marketing strategies development.

To properly choose the communication tools and online promotions more suitable for each situation.

To understand and assess the key aspects of the social web and to assume the social media fundamentals in order to determine a social media strategy.

 

3. Contents

 

1.      Advergaming and advertainment.

2.      Guerrilla marketing, virals, alternative mkt, punk marketing.

3.      Internet advertising, from banners to Google and adWords (paradigm shift: from cost per impression to CPC).

4.      Corporate web and online HHRR.

5.      SEO, SEM and social positioning.

6.      Mobile platforms.

7.      Blogsphere and digital journalism, participatory media (from PR to BR).

8.      Interactive television.

9.      E-mail marketing or spam?

10.  Usability and accessibility.

11.  Web 2.0, 3.0, social networks.

 

4. Assessment

 

The assessment of the course competences is continuous. It will consist of individual and group assignments.

The final grade will be the average of the individual and group assignments, provided that all parts are passed. To pass the course, both grades must be over 5 (out of 10) in any case.

All assignments are compulsory.

Students who don't pass the exam during the first call of exams must take it again during the second call, in September.

Individual assignments:

Assignment 1: Personal blog or microblog about the course.

Assignment 2: E-mail marketing design and publication.

Group assignments:

Assignment 5: Virtual group assignment (with limited time).

Assignment 6: Interactive media campaign and Google Online Challenge.

 

5. Bibliography and teaching resources

5.1. Basic bibliography

 

Sanabre Vives, Carles. (2008) Comunicació persuasiva en mitjans digitals. Ed. UOC.

Polo Fernando, Polo Juan Luis. (2012)  #Socialholic. Ed. Gestión 2000.

Arqués,Neus;Sanagustín, Eva; Aced, Cristina; Benítez, Magalí;Llodrá, Bel (2009). Visibilidad. Como gestionar la reputación en Internet. Barcelona: Gestión 2000.

GORDON, S. El marketing de permiso. Ediciones Granica S. A., 2001. [Business & Economics].

KRUG, S. No me hagas pensar. Madrid: Pearson Educaciónn, 2001. [Título original: Don't make me think! A common sense approach to web usability, 2000]. [Translation: KME Sistemas, SL].

ORIHUELA, J. L. La revoluciónn de los blogs: cuando las bitácoras se convirtieron en el medio de comunicaciónn de la gente. Madrid: La Esfera de los Libros, 2006.

RODRÍGUEZ ARDURA, I. Marketing.com: marketing y comercio electrónico en la sociedad de la informaciónn. Madrid: Pirámide / ESIC, cop., 2008.

VILLANUEVA PALACIOS, P. Televisió interactiva: de televidents a TVnautes. Barcelona: Generalitat de Catalunya. Instituto Catalán de Nuevas Profesiones, 2000.

 

5.2. Complementary bibliography

 

Burgos, Enrique; Cortés,Marc (2009). Iníciate en el Marketing 2.0. A Coruña: Netbiblo.

Celaya, Javier (2011). La empresa en la Web 2.0. Barcelona: Gestión 2000.

Gil, Victor; Romero, Felipe (2008). Crossumer. Barcelona: Gestión 2000.

Levine, Rick; Locke, Christopher; Searls, Doc; Weinberger, David (1999). El manifiesto Cluetrain. El ocaso de la empresa tradicional [online]. [Date of access: 11/01/2012]. <http://www.cluetrain.com/>

Li, Charlene; Bernoff, Josh (2009). El mundo Groundswell. Cómo aprovechar los movimientos sociales espontáneos de la red. Barcelona: Empresa Activa, Ediciones Urano.

Tapscott, Don; William, Anthony (2007). Wikinomics. La nueva economía de las multitudes inteligentes. Barcelona: Paidós.

Tomé, Pepe (2011). Conecta! -La empresa en la red social. Barcelona: Libros de Cabecera.

ADDISON-WESLEY. Managing Multimedia: Project Management for Web and Convergent Media. [2 vol.].

AGEMDI-FECEMD. Premios Imán 2006 de Marketing Directo y Publicidad On-line. Marketing Directo y Promocional. Barcelona: Zapping / Index Book, 2007.

ALTARRIBA, M. Del prego al web. Barcelona: Trípodos / Fundación Blanquerna, 2004. [Study papers].

Aplicaciónn práctica de la LSSI-CE. Ley 34/2002, de 11 de julio, de Servicios de la Sociedad de la Información y Comercio Electrónico Barcelona: Bosch. [Physical book].

BOU BAUZA, G. El guión multimedia. Madrid: Anaya Multimedia, 2003.

BOU BAUZA, G. Comunicación persuasiva para directivos, directores y dirigentes. Pirámide, 2004.

CHAFFEY, D. (2003). Internet marketing: strategy, implementation, and practice. Harlow: Financial Times.

Comunicaciones comerciales y contratación por vía electrónica. Barcelona: Bosch. [e-book, PDF format].

COOPER, A. Media Vuelta: elementos esenciales del diseño de interfaces de usuario. [Original title: About Face: The Essentials of User Interface Design]. IDG Books.

CURRAN, S. Convergence Design Rockport. 2003.

LA RICA, E. de. Cómo vender productos y servicios en la era digital. Gestión, 2000.

MIGUEL ASENSIO, P. A. Derecho privado de Internet. 3rd ed. Madrid: Cívitas.

SIERRA LÓPEZ, M. del V. de. Análisis jurídico-penal de la publicidad engañosa en Internet. Valencia: Tirant lo Blanch. Design, 2003. Indianapolis: Wiley Publishing, Inc.

ENGLAND, E.; FINNEY, A. Managing Multimedia: Project Manament for Interactive Media. 2nd ed.

GARRET, J. J. The Elements of User Experience: User-Centered Design for the Web. Indianapolis: New Riders Publishing, 2002.

GAWLINKSI, M. Interactive Television Production. Focal Press, 2003.

GÓMEZ VIEITES, A. Marketing en Internet y en los medios digitales interactivos. Barcelona: Escuela de Negocios Caixanova / Tórculo Edicions, 2002.

GONZÁLEZ DE LA GARZA, L. M. Comunicación publica en Internet. Madrid: Creaciones Copyright, 2004.

GONZÁLEZ LOBO, Á. Manual de planificación de medios: todo lo que hay que saber para planificar correctamente los medios. 4th ed. Madrid: ESIC, 2006.

GOTA, V. Retículas para Internet y otros soportes digitales. Barcelona: Index Book, 2002.

GOTO, K.; COTLER, E. Rediseño de sitios web. Harlow: Financial Times. Prentice Hall, 2002.

LAVILLA RASO, M. La actividad publicitaria en Internet. 3rd ed. RA-MA.

LEVINSON, J. C. Marketing de guerrilla con tecnología: cómo liberar todo el potencial de su empresa. Madrid: Deusto.

MACKAY, E. Desarrollo de interfaces de usuario para Microsoft Windows, 1999. [Original title: Developing User Interfaces for Microsoft Windows]. Microsoft Press.

 

MEEKER, M. La publicidad en Internet. 16th ed. Barcelona: Granica, 2001. Mexico Pearson.

MUÑOZ BELLEVEHI, X.; HERREROS MARGARIT, I.; NOLLA PUERTAS, J. M. Manual de Derecho de las Telecomunicaciones. Servidoc, SL, 2005.

MYER, T. Lead Generation on the Webby. O'Reilly Pub., 2007.

NAUCALPAN DE JUÁREZ. Estrategias y técnicas de comunicación. Barcelona: UOC. Kleppner publicidad. Russell, Thomas.

NORDSTROM, K.; RIDDERSTRALE, J. Funky business. Prentice Hall, 2000.

Obligaciones y responsabilidades de los prestadores de servicios de la sociedad de la información. Barcelona: Bosch. [e-book, PDF format]. 

ORIHELA, J. L.; SANTOS, M. L. Introducción al diseño digital. Concepción y desarrollo de proyectos de comunicación interactiva. Madrid: Anaya Multimedia, 1999.

RAMON-CORTÉS, F. Virus: un relato sobre el peligro de los rumores en las organizaciones. Barcelona: RBA Libros, 2007.

RODRÍGUEZ DEL BOSQUE, I. Comunicación comercial: conceptos y aplicaciones. 2nd ed. Madrid: Cívitas, 1998.

SANTIAGO GUERVOS, J. Principios de comunicación persuasiva. Arco Libros, 2005.

SENGES, M.; BIHR, P.; PRAUSS, Th. Second life. Barcelona: UOC, 2007.

SPOKEC, D. Maquetas digitales. Barcelona: Index Book, 2003.

SRIVASTAVA, H. O. Interactive TV Technology & Markets. EUA: Artech House, 2002.

STAFFORD, M. R. FABER; RONALD, J. Advertising, promotion, and new media. London: M. E. Sharpe, cop., 2005.

STEVEN, A. La publicidad en Internet. Madrid: Deusto.

TELLIS, G. J. Estrategias de publicidad y promoción. Madrid: Addison Wesley cop., 2002.

UNIVERSIDAD DE NAVARRA. El futuro de la televisión en España. Facultad de Comunicación. Navarra: Accenture Ediciones Arcadia, 2000.

VEDEBER, R. F. Comunícate. Mexico: Thomson Paraninfo, 1999.

VEEN, J. Arte y ciencia del diseño web. Ed. Prentice Hall, 2001.

VENTURA, R. La televisión por cable en España: Tendencias y estrategias. Supercable (Auna). 2001.

WELLS, W. Advertising principles & practice. 7th ed. London: London Prentice Hall cop., 2006.

WRIGHT, J. Blog marketing. McGraw-Hill.

YOUNG, J. W. Una técnica para producir ideas. Madrid: Eresma, 1982.

 

5.3. Teaching resources

 

Blog about PVR (personal video recorders): http://www.lacoctelera.com/pvrs

 

Castells, M. Globalizaciónn, tecnología, trabajo, empleo y empresa.

http://www.lafactoriaweb.com/articulos/castells7.htm

 

Cobo, C.; Pardo, H. Planeta Web 2.0: Inteligencia colectiva o medios fast food. Complet under Creative Commons licence at: http://www.planetaweb2.net/

 

El poder de las redes (illustrated handbook for people, organizations and companies approaching cyberactivism): http://www.deugarte.com/manual-ilustrado-para-ciberactivistas/

 

Fundaciónn Telefónica; Pérez Crespo, S. (2006, 8 de noviembre). "Las nuevas televisiones". Boletín de la Sociedad de la Informaciónn Tecnología e Innovaciónn. 

http://sociedaddelainformacion.telefonica.es/jsp/articulos/detalle.jsp?elem=3474

 

Fundaciónn Telefónica; Pérez Crespo, S. (2007, 14 de marzo). "Mobile 2.0, el segundo intento de llevar la web al móvil". Boletín de la Sociedad de la Información Tecnología e Innovación. 

http://sociedaddelainformacion.telefonica.es/jsp/articulos/detalle.jsp?elem=4177

 

Fundación Telefónica; Pérez Crespo, S. (2007, 11 de junio). "¿Qué es IPTV?". Boletín de la Sociedad de la Información Tecnología e Innovación.

http://sociedaddelainformacion.telefonica.es/jsp/articulos/detalle.jsp?elem=4642

 

Internet, libertad y sociedad: una perspectiva analítica. 

http://www.uoc.es/web/esp/launiversidad/inaugural01/

 

Prado, E.; Franquet, R. i altres. Televisió interactiva. Simbiosi tecnològica i sistemes d'interacción amb la televisió. Barcelona: Consejo del Audiovisual de Cataluña, 2006.

http://www.cac.cat/pfw_files/cma/recerca/quaderns_cac/tvi.pdf

 

Soto, M. "Ficciones interactivas televisivas". A: E. Adelantado i A. Pont (eds.). Intermedia 2001. First International Workshop on Multimedia Applications. Valencia: Universidad Politécnica de Valencia, 2001.

http://www.revele.com.ve//pdf/anuario_ininco/vol2-n13/pag201.pdf

 

6. Metodology

 

Theoretical and practical classes.

Assignments to be done in group and on the virtual campus, on the basis of a constructivist methodology applied to the subject of study.

Using and working on open tools and social networks.

Group collaborative work in a virtual environment.

Participation in the Google Online Challenge, where students will work on a real case with a real advertising campaign budget by means of the Google Adword program.