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
ADV3611	Copywriting	Spring	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 GÜL ŞENER
Course Lecturer(s):	Prof. Dr. ALİ ATIF BİR Dr. Öğr. Üyesi ŞAFAK ŞAHİN Dr. Öğr. Üyesi GÜL ŞENER
Recommended Optional Program Components:	None
Course Objectives:	The main objective of the course is to introduce advertising copywriting and how copy is written for various media, to provide ways to integrate language, images, and ideas into coherent, persuasive messages, to establish an understanding of different modes of advertising copywriting as they are practiced in a variety of media for different products and to encourage a critical, creative and independent thinking.

Learning Outcomes

The students who have succeeded in this course;
Students completing this course will;

1-Recognize the process of creative thinking.
2-Recognize the principles of creative strategy development.
3-Develop a persuasive advertising message.
4-Turn brand positioning insights into creative idea.
5-Recognize specific writing styles for advertising.
6-Recognize specific types of advertising.
7-Create a brief consistent Tv ad and write a Tv scenario
8-Develop an integrated communication campaign.
9-Discover the dynamics of the radio medium and write radio spots.
10-Experiment the process of working in groups by preparing and presenting their assignments.
11-Design a personal creative portfolio.

Course Content

This course involves the examination of the key components of advertising copywriting regarding the necessities of various media, the development of creative idea and its implementation.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Orientation	Meet-up Syllabus Review Course requirements
2)	Writing and decoding a creative brief -Bridging the gap: From brief to start writing	Read posted material before class
3)	Finding the Big Idea -Insight	Read posted material before class
4)	Finding the Big Idea -Insight
5)	Finding the Big Idea -Concept Generation
6)	Finding the Big Idea -Slogan	Read posted material before class
7)	Writing for print -Where to find ideas? -Headline	Read posted material before class
8)	Writing for print -Where to find ideas? -Headline
9)	Importance of the first sentence -Sub-headline, body copy
10)	Ad Layout -Finding the right fit: Brand personality and aesthetic elements -Interaction between the copy and the visual elements	Related reading from the course reader.
11)	Writing for Outdoor - Types of outdoor advertisement - Executional elements
12)	Writing for TV -Scenario formats -Executional elements
13)	Writing for TV -Scenario formats -Executional elements	Read posted material before class
14)	Writing for the radio -Radio spot types -Executional Elements	Read posted material before class
14)	Announcement of the final project's brief and general review.

Sources

Course Notes / Textbooks:	Course reader by the instructor.
References:	Ders notları haftalık olarak verilecektir. Course notes will be given weekly.

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance	14	% 10
Homework Assignments	4	% 45
Final	1	% 45
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 55
PERCENTAGE OF FINAL WORK		% 45
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	14	3	42
Application	9	4	36
Study Hours Out of Class	14	3	42
Homework Assignments	8	4	32
Midterms	1	4	4
Final	1	4	4
Total Workload			160

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.	1
2)	To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.	3
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.
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.
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)
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.	4
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.
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.	3
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)	3
12)	To be able to identify and meet the demands of learning requirements.
13)	To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.	4