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Rhetoric has a long tradition in the professional practice and in the scientificacademic researchers in Advertising. This paper presents the research that assumed as main aim to know the rhetorical knowledge of university students of Advertising and Public Relations at the Universidad Complutense de Madrid; for which a structural sample of students of the 3rd year of the Degree in Advertising and Public Relations of the mentioned University belonged to the 2017/2018 academic course was selected, whom an quantitative survey was performed. The results show a student body with little knowledge of Rhetoric who, at the same time, is aware of its shortcomings and of the close link between rhetorical activity and advertising activity. Likewise, the lack of rhetoric training is verified, which affects, mainly, specifically advertising subjects of the curriculum. [ABSTRACT FROM AUTHOR]

This paper intends to carry out an investigation about the development of the creative competence during the formation on the university degree of Advertising and Public Relations. Specifically, it seeks to find out if the study and promotion of creativity is adapted to the demands of the professional advertising sector. A triple-approach methodology was carried out based on an analysis of the content of the study plans, a questionnaire for graduate students and a panel of experts made up of academics belonging to the degree of Advertising and Public Relations. The results indicate that, although the training of these graduates seems adequate in general terms, the training received on creativity seems insufficient to respond to the demands of the market. Some of the factors that explain these trends are the excessive integration of digital competences due to the renewal of the degree or the impossibility of the academics to implement creative methodologies in the classroom due to the complicated reconciliation between the professional and academic demands they are subjected to. That is why a transformation of the university study plans of the Degree in Advertising and Public Relations is recommended to meet the labor demands related to the exercise of advertising creativity in Spain. [ABSTRACT FROM AUTHOR]

This paper analyses the awarded videos under this category at two of the more prestigious Public Relations contests, the SABRE and the European Excellence Awards (in their most recent edition already finalised). The aim of this work is the one of thinking about the components, the code and the content of the rewarded videos to know the main characteristics of successful practices that have received the approval of the professional sector. The results point to two main tendencies of success: The documentary code with real stories, on the one hand; as well as the humour and the parody, on another. Most pieces analysed are framed in transmedia campaigns, that allow to the publics to obtain greater contents in a more or less interactive way. [ABSTRACT FROM AUTHOR]

This paper defines four modes of tutorials created ad hoc in order to develop a specific experience of Learning Project (APP), in the Bachelor of Advertising and Public Relations from the University of Girona. The project has been based on the development of a comprehensive communication campaign from an actual concrete custom client, in this case, the Dean of the Faculty of Tourism. The students have taken on the role of media agencies, teachers have taken the role of campaign managers, and they have corrected their work in the different areas of their campaigns: campaign advice, online communication, audiovisual creation, adverting. Finally, the client role was made by the Dean by acting as a real customer giving students a real and concrete order. The development of the project was made from a systematic and ongoing mentoring that has allowed a combinatorial tutorial, flexible enough to meet the challenge posed to students. Communication campaigns were submitted to a heterogeneous, with the presence of teachers, students and clients. The 4 types of tutorials presented in this new model of university teaching are: specific tutorials weekly, cross tutorial weekly, tutoring and mentoring rehearsal and evaluation tutorial. The result is a rigorous experience that simulates professional work globally serving specific interests and knowledge. We conclude the optimal implementation of this quadruple model of active tutoring in an APP experience. The mock pilot was conducted in 2011/2012 and the final execution took place this year 2012/2013. [ABSTRACT FROM AUTHOR]

The following paper presents an historical approach of the Corporate Communications origins, to develop perspectives on their roles in the organization, strengths, weaknesses and, above all, to fully understand the role and place of its social purpose.To this end, the focus is on the concept study of the Corporate Communication. The knowledge and academic research on the discipline is also a reflection of a profession enhanced by the diversity of management areas and encouraging their continued development and innovation, generating that professionals need to keep up, know what happens in other markets and countries, and study the main theoretical advances that offer perspectives and promote quality. [ABSTRACT FROM AUTHOR]