Acquisition of theoretical and practical competences concerning advertising communication, into the bigger field which is marketing and mass communication. Through a psicological perspective and referring to meaning construction processes working in a post.modern society at an individual, group and collective level.
Contents of the course:
• External communication processes in organisations ( company communication, public relations,advertisment..)
• Genesys and development of the advertising phenomenon
• Consummer psichology: behaviourist, cognitive, dinamic and psico-social approaches
• Information, persuasion, influence and decision processes: seducting consumers and understanding meaning of choice
• Research and psico-social intervention used in marketing. Investigation models
• Relationship with clients: Values, desires and identity
• Advertising communication: goals and results
• Actors in advertising work: roles and competences
• Advertising language: old and new media
written test with eventual oral integration.
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