Processus de création publicitaire

mcomu2203  2022-2023  Mons

Processus de création publicitaire
5.00 credits
30.0 h
Main themes
This course aims first to explain the various stages of the creation of an advertising campaign: the strategic analysis of communication, the choice of an advertising agency, the creative briefing, the choice of the media. In the second part of the course, the student will apply these notions to the process of creation of an advertising campaign of marketing from A to Z for a fictitious product. It will be made in groups. It will be asked the groups to draft intermediary reports and to present their final report with a full view of the campaign and all the underlying processes.
Learning outcomes

At the end of this learning unit, the student is able to :

1 This course is based on the one hand on the basic concept of integrating an advertising campaign within the overall strategy of a company or an association (what are the targeted segments, what's the message, how to get this message across), including the concepts of customer'
Given the « competencies referential » linked to the LSM Master 120 in Sciences de Gestion et in Ingéniorat de Gestion, this course mainly develops the following competencies:
  • Master multidisciplinary body of knowledge in order to have a deep understanding of communication
  • Integrate and work in a team; exercise enlightened leadership;
  • Define and manage a project to completion;
  • Communicate effectively and convincingly.
At the end of the class, students should be able tomastering the process of creation of a marketing advertising campaign from A to Z
This course is based, on one hand on the fundamental notion of integration of an advertising campaign within the global strategy of a company or an association (which are the targeted segments, which message, how make this message pass), in this understood the notions of relations customers-agencies; and on the other hand, on the process of creation of Marketing advertising campaigns
Teaching methods
  • Lectures
  • Case  study
Evaluation methods
Ongoing evaluation (Case study)
Références bibliographiques recommandées, lectures conseil1ées :
LENDREVIE Jacques, De BAYNAST, Le Publicitor, 8ème édition, Editions Dalloz Paris, 2014.
JOANNIS Henri, De BARNIER Virginie, De la stratégie marketing à la création publicitaire, Dunod, Paris, 2010.
KAPFERER Jean-Noël, Ré-inventer les marques, Eyrolles, Paris, 2014
SOUMILLION Marc, 20 'frames of mind' for managing your brand, Bruxelles, 2013
Teaching materials
  • Brochure '20 frames of mind for managing your brand'
Faculty or entity

Programmes / formations proposant cette unité d'enseignement (UE)

Title of the programme
Learning outcomes
Master [120] in Management

Master [120] in Communication

Master [60] in Management

Master [120] in Business Management

Master [120] in Management

Master [120] in Communication