The research and practice advertising laboratory was inaugurated in January 2007 at the University of Udine in Gorizia.
Vision
ADLAB@GO takes inspiration from the document “Thoughts about the Future of Advertising Education” published by the Department of Advertising of the University of Texas at Austin in 2000. In particular, we agree with the following point of view, which is still actual:
As advertising becomes more interpersonal in its approach -- the promise of the Internet made good -- it takes on attributes of interaction and discourse. Advertising then becomes a meta-narrative, and the classic distinctions between editorial content and advertising disappear. As it becomes more integrated into the media environment such that it becomes difficult to distinguish promotional messages from the news or entertainment that surround them, the message takes on attributes of public relations. Soon, attempts to distinguish advertising from other forms of marketing communication will be nonsensical.
Mission
ADLAB@GO gives students attending the Degree course in Public Relations of the University of Udine the opportunity to apply acquired competence which need an integrative communication approach- In this way, the Lab also involves students from other courses dealing with the Communication area in order to create interdisciplinary collaborations.
As far as research is concerned, ADLAB@GO wants to be a resource for organizations (companies, institutions, non-profit organizations) and communication companies interested in creating new perspectives and new scenarios of integrated marketing communication.