ADVERTISING | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
ADV4615 | Advertising Campaigns I | Fall | 2 | 4 | 4 | 10 |
Language of instruction: | English |
Type of course: | Must Course |
Course Level: | Bachelor’s Degree (First Cycle) |
Mode of Delivery: | Face to face |
Course Coordinator : | Prof. Dr. HASAN KEMAL SUHER |
Course Lecturer(s): |
Prof. Dr. YEŞİM ULUSU Dr. Öğr. Üyesi ŞAFAK ŞAHİN Dr. Öğr. Üyesi HANDE BİLSEL Instructor HAKKI PINAR KILIÇ Prof. Dr. HASAN KEMAL SUHER Prof. Dr. ALİ ATIF BİR Dr. Öğr. Üyesi ÖNDER YÖNET Dr. Öğr. Üyesi GÜL ŞENER Dr. Öğr. Üyesi EDA ÖZTÜRK |
Recommended Optional Program Components: | None |
Course Objectives: | The goal of this course is to provide students the ability to prepare an advertising campaign accurately. Accordingly, the students, based on a real brief, using qualitative and quantitative research methods, will carry out target group analysis, locate brand’s communication problem and goal, decide on communication, message and media strategy and tactics and design creative applications. Afterwards they’ll present and defend their work in front of a jury consisting of deparmant lecturers and brand representatives. |
The students who have succeeded in this course; I. Will be able to design a primary/secondary research. II. Will differentiate the target group. III. Will differentiate the most important problem of the target group. IV. Will be able to analyze the competitors and compose a positioning plan. V. Will be able to appraise why the customer should prefer the product. VI. Will be able to choose the advertising promise. VII. Will be able to decide the creative concept or solution. VIII. Will be able to create effective advertisements. IX. Will be able to recommend effective integrated communications mix solutions. X. Will be able to construct effective media planning and budgeting. |
In this course, the students will entegrate all their previous knowledge and learn how to design an advertising campaign from research to budgeting according to a real-time brief by groups. Through out this process an advisor will guide each grup. |
Week | Subject | Related Preparation |
1) | Introduction. | None. |
2) | Strategic solution: Target audience, most important problem of target audience. | It will be cleared out by the advisor of each group. |
3) | Strategic solution: Positioning. | It will be cleared out by the advisor of each group. |
4) | Strategic solution: Why should the customer prefer the brand? | It will be cleared out by the advisor of each group. |
5) | Strategic solution: What should the advertising promise be? | It will be cleared out by the advisor of each group. |
6) | Developing a crative solution. | It will be cleared out by the advisor of each group. |
7) | Creative solution (concept development). | It will be cleared out by the advisor of each group. |
8) | Creative solution (concept development)- 1st homework assignment. | It will be cleared out by the advisor of each group. |
9) | Advertising applications. | It will be cleared out by the advisor of each group. |
10) | Advertising applications. 2nd homework assignment. | It will be cleared out by the advisor of each group. |
11) | Integrated marketing mix applications. | It will be cleared out by the advisor of each group. |
12) | Integrated marketing mix applications - 3rd Homework assignment. | It will be cleared out by the advisor of each group. |
13) | Media planning and budgeting. | It will be cleared out by the advisor of each group. |
14) | Media planning and budgeting - 4th homework assignment. | It will be cleared out by the advisor of each group. |
Course Notes / Textbooks: | • Kazananlar : 1. Effie Türkiye Etkinliği Yarışması 2005 (Winners: 1.Effie Turkey Advertising Effectiveness Awards), Editor: İsmet Uçarlı, Advertising Foundation Publications (20 campaigns awarded in 2005) • Kazananlar / 2. Effie Türkiye Reklam Etkinliği Yarışması 2007 (Winners: 2.Effie Turkey Advertising Effectiveness Awards), Editor: İsmet Uçarlı, Advertising Foundation Publications (34 campaigns awarded in 2007). • Kazananlar / 3. Effie Türkiye Reklam Etkinliği Yarışması 2009 (Winners: 3.Effie Turkey Advertising Effectiveness Awards), Editor: İsmet Uçarlı, Advertising Foundation Publications (36 campaigns awarded in 2009). |
References: | Ders notları haftalık olarak verilecektir. Course notes will be given weekly. |
Semester Requirements | Number of Activities | Level of Contribution |
Attendance | 14 | % 0 |
Homework Assignments | 4 | % 70 |
Presentation | 1 | % 30 |
Total | % 100 | |
PERCENTAGE OF SEMESTER WORK | % 100 | |
PERCENTAGE OF FINAL WORK | % | |
Total | % 100 |
Activities | Number of Activities | Duration (Hours) | Workload |
Course Hours | 14 | 3 | 42 |
Study Hours Out of Class | 14 | 12 | 168 |
Presentations / Seminar | 2 | 4 | 8 |
Homework Assignments | 4 | 8 | 32 |
Total Workload | 250 |
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. | 5 |
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. | 5 |
4) | To be able to analyze primary and secondary research data for a variety of products and services. | 5 |
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. | 3 |
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) | 3 |
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. | 4 |
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) | 5 |
12) | To be able to identify and meet the demands of learning requirements. | 5 |
13) | To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession. | 4 |