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	7

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 :	Assoc. Prof. GÜL ŞENER
Course Lecturer(s):	Assoc. Prof. 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.

The teaching methods to be used are as follows;
Lecture: Explaining course topics to students.
Reading: Students reading course materials.
Application: Students write texts for brands.

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

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
Application	1	% 10
Homework Assignments	4	% 40
Final	1	% 40
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 60
PERCENTAGE OF FINAL WORK		% 40
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	14	3	42
Application	1	4	4
Study Hours Out of Class	14	8	112
Homework Assignments	2	4	8
Final	1	4	4
Total Workload			170

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 prepare students to become communication professionals by focusing on strategic thinking, professional writing, ethical practices, and the innovative use of both traditional and new media	4
2)	To be able to explain and define problems related to the relationship between facts and phenomena in areas such as Advertising, Persuasive Communication, and Brand Management	4
3)	To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising	3
4)	To be able to follow and interpret innovations in the field of advertising	3
5)	To demonstrate a scientific perspective in line with the topics they are curious about in the field.	3
6)	To address and solve the needs and problems of the field through the developed scientific perspective	2
7)	To recognize and understand all the dynamics within the field of advertising	3
8)	To analyze and develop solutions to problems encountered in the practical field of advertising	4