ADVERTISING
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code	Course Name	Semester	Theoretical	Practical	Credit	ECTS
ADV4621	Advertising Analysis	Fall	3	0	3	6

Basic information

Language of instruction:	English
Type of course:	Must Course
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Dr. Öğr. Üyesi ŞAFAK ŞAHİN
Course Lecturer(s):	Dr. Öğr. Üyesi ŞAFAK ŞAHİN Dr. Öğr. Üyesi GÜL ŞENER
Recommended Optional Program Components:	None
Course Objectives:	The goal of this course is to provide students with a solid grounding in theories, principles, strategies, and practice of categories in marketing as they apply to marketing communication contexts and 360 degree communication in field. They'll explore these subjects from a scientific and practical perspective and will learn effective marketing and advertising tactics that are necessary for different categories and for different segments. Also will learn detailed advertising tactics for all segments in market.

Learning Outcomes

The students who have succeeded in this course;
I. Diffentiate the Advertising and Promotion Indetail
II. Develope Strategic Plan
III. Process Messages
IV. Making Plans Work
V. Create New Perspectives on Advertising in Different Segments
VI. Cases from World Advertising Agencies

Course Content

1. Week : Introduction: What are advertising and Promotion?
2.Week : What it takes for successful Advertising and Promotion
3.Week : Strategic planing process
4.Week : Selecting target audience
5.Week : Understanding target audience decision making
6.Week : Advertising for best positioning
7.Week : Midterm
8.Week : Brand awareness and brand attitude strategies
9.Week : Processing the message
10.Week : Creative tactics
11.Week : Creative Execution
12.Week : Promotion tactics
13.Week : Categorical advertising
14.Week : Overview of the semestre

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Introduction: What are advertising and Promotion?	Reading the first chapter of course book.
2)	What it takes for successful Advertising and Promotion	It should find the examples of ad campaigns from media and promotion campaigns from marketing activities and report the differences between them.
3)	Strategic planing process	It should read the pages from 49 to 51 in the course book.
4)	Selecting Target Audience	Reading the pages 63-85 from the course book.
5)	Understanding target audience decision making	It should read the pages 87-104 from the main course book.
6)	Advertising for best positioning
7)	Midterm exam
8)	Brand awareness and attitude strategies	Reading the pages between 131-146 of the main course book.
9)	Setting media strategies	Reading the pages between 163-174 of the main course book.
10)	Processing the message	Reading the pages between 181-206 of the main course book.
11)	Creative tactics	Reading the pages between 211-225 of the main course book.
12)	Creative execution	Reading the pages between 247-258 of the main course book.
13)	Promosyon taktikleri	Reading the pages between 271-289 of the main course book.
14)	Categorical advertising	Reading the recommended paper about "categories and marketing communication"

Sources

Course Notes / Textbooks:	Strategic Advertising Management (Larry Percy, Richard Elliott)
References:	What Sticks- Akılda Kalan Nedir? (Rex Briggs / Mediacat Yayınları) Market-Based Management (Roger J. Best)

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance	13	% 10
Quizzes	2	% 10
Homework Assignments	2	% 20
Midterms	1	% 30
Final	1	% 30
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 70
PERCENTAGE OF FINAL WORK		% 30
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	13	3	39
Study Hours Out of Class	13	6	78
Homework Assignments	2	5	10
Quizzes	2	5	10
Midterms	1	4	4
Final	1	4	4
Total Workload			145

Contribution of Learning Outcomes to Programme Outcomes

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how advertising and brand communication works in a free-market economy.	4
2)	To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.	5
3)	To be able to research, create, design, write, and present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency.	4
4)	To be able to analyze primary and secondary research data for a variety of products and services.	4
5)	To be able to develop an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace.	4
6)	To be able to follow developments, techniques, methods, as well as research in advertising field; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B1)	4
7)	To be able to take responsibility in an individual capacity or as a team in generating solutions to unexpected problems that arise during implementation process in the Advertising field.	5
8)	To be able to understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures.	5
9)	To be able to approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies.	5
10)	To be able to to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace.	5
11)	To be able to use computer software required by the discipline and to possess advanced-level computing and IT skills. (“European Computer Driving Licence”, Advanced Level)	4
12)	To be able to identify and meet the demands of learning requirements.	4
13)	To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.	5