Psychology of Advertising and Public Relations PROF. BENIAMINO STUMPO Text under revision. Not yet approved by academic staff. COURSE AIMS From the perspective of traditional psychology advertising can be defined to mean that the message develops in the mind of the individual and is, therefore, a mental phenomenon. At the same time, today it is rather more than pure “information about products”. Indeed if consumption is no longer simply of objects (things, goods), but primarily of immaterial aspects (meanings, values, symbolic and affective contents), it follows that advertising has also become a cultural phenomenon; it helps to explain and at the same time shape the socio-cultural context in which individuals live. Therefore the aim of the course is to illustrate, on one hand, this complex and dual nature of advertising (mental phenomenon, cultural phenomenon), and on the other, in the light of it, how it influences consumption choices. Alongside advertising in the traditional sense there will then be in-depth study of other forms of company communication: sponsorships, public relations, and so on. COURSE CONTENT – Company advertising and communication. – The creation and development of modern advertising, the most recent aspects (in particular, the new media, the impact of the Internet, etc.). – The role and importance of advertising in marketing, to the service of promoting the distinctive features and competitive advantage of companies. – Advertising psychology: study area, historical development, theories and models of current reference. – Advertising as a cultural phenomenon and the role of values in this area. – The brand, advertising, ethos: the new role of the brand. – The brand price and value. – The role of advertising in building brand value and values. – The current major socio-cultural trends, their implications for advertising and consumption. – Beyond traditional advertising: sponsorships, communication at the point-of- sale, sampling, etc. – Public relations: basic characteristics, models and procedures, interaction with traditional advertising. READING LIST L. ARCURI-L. CASTELLI, La trasmissione dei pensieri, Zanichelli, Bologna, 1996. A. DE MARTINI, La comunicazione people oriented, Guerini e associati, Milan, 2007. M. PECCHENINO, Le relazioni pubbliche. Teorie, strumenti, figure professionali, Carocci Editore, Rome, 2004. Lectures slides will be available on Blackboard. TEACHING METHOD Lectures in the lecture room. Seminars and talks by marketing and advertising experts (e.g. marketing directors and brand managers of important Italian, international and multinational companies, Chairmen of advertising agencies, etc.). ASSESSMENT METHOD Oral exams at the end of the course. NOTES Further information can be found on the lecturer’s webpage at http://www2.unicatt.it/unicattolica/docenti/index.html or on the Faculty notice board.
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