The Advertising & Marketing Communication course aims to raise the student's awareness of modern online and offline modes of communication.
An analysis of the main communication techniques and innovations is proposed, including a historical background to put into perspective the evolution of the communication implemented today.
Then, the main players are presented, before the main methods of advertising creation are developed, in order to better understand in fine the concept of "advertising creativity".
Finally, an analytical application part of the constituent elements of an advertisement allows a concrete perception of the workings of the approach pursued by advertisers. The course necessarily uses a very wide range of French, but above all international, illustrations of advertising achievements exploited during the last century.
The world of advertising
The advertising process
The main methods of advertising creation
The making of an advertisement
Jean-Marc Lehu is an HDR lecturer-researcher in marketing, director of the M2Pro Logistics Marketing & Distribution master's degree, an elected magistrate at the CNESER disciplinary committee and a member of the Management Board of the Panthéon Sorbonne Foundation.