Advertising Lab


This course aims to transmit and train students for the operational processes that allow them to design, execute and criticize an advertising campaign in text, video or audio, applicable on different platforms, as well as to prepare them for working relationships with different players in the field of advertising industry.

General characterization





Responsible teacher

António Alexandre de Oliveira Duarte


Weekly - 4

Total - 168

Teaching language





  • Gladwell, M. (2002). The Tipping Point: How Little Things Can Make a Big Difference, Back Bay Books ISBN-10 : 0316346624 · ISBN-13 : 978-0316346627
  • Belch E.G. and Belch A. M. (2021). Advertising and Promotion: An Integrated Communications Perspective, 12 e. McGraw Hill. ISBN-10: 1260259315 ISBN-13: 9781260259315
  • Solomon, R. (2008). The Art of Client Service: 58 Things Every Advertising & Marketing Professional Should Know, Kaplan Publishing ISBN-10 : 1427796718 ISBN-13 : 978-1427796714
  • Kelly, L. D. (2009). Cases in Advertising Management, Routledge ISBN-13: 978-0765622617 ISBN-10: 0765622610
  • Percy and Strategic Advertising Management (2021). Strategic Advertising Management, Oxford Univ Pr. ISBN-13: 978-0198835615 ISBN-10: 0198835612
  • De Mooij (2018). Global Marketing and Advertising: Understanding Cultural Paradoxes, SAGE Publications Ltd. ISBN-13: 978-1544318141 ISBN-10: 1544318146
  • Kelly, L. D. and Bartel Sheehan, K. (2021). Advertising Management in a Digital Environment: Text

Teaching method

Theoretical / practical UC, using an expository and demonstrative method with presentation of examples, case studies, carrying out practical exercises (individually and / or in group), viewing videos and visits by professionals.

Evaluation method

Continuous Assessment - Participation in classes as measured by the quantity and quality of students' interventions when called upon, as in debate, collective readings, other contributions (30%), Project conceived from the references given to the aesthetic, technological, critical and creative level presented in written and oral form (70%)

Subject matter

1. The relationship between agency and client;
2. The process of advertising creation and the creation of advertising pieces (visualization and writing);
3. Design and execution of communication tests;
4. Development of media plans and budgets;
5. Preparation and execution of formal presentations.