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
ADV2683	Media Planning	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 :	Prof. Dr. HASAN KEMAL SUHER
Course Lecturer(s):	Prof. Dr. HASAN KEMAL SUHER
Recommended Optional Program Components:	None
Course Objectives:	Aim of this course is to provide students how to determine media objevtives according to marketing objectives and how to develop optimum media strategies according to these objectives and to provide information about media researches, developments and digital media concepts.

Learning Outcomes

The students who have succeeded in this course;
1. Explore how media planing can be used for effective advertising campaign;
2. Understand the relationship among Media, Advertising, and Consumer;
3. Explore the brief history of media planning and thow did the general understanding of media planning has change during the years;
4. Learn how media vehicles are measured and the data are interpreted;
5. Understand the general uses of media vehicle audience measurements
6. Learn various concepts of audience measurement,
7.Learn advanced measurements and calculations of media planning;
8. Calculate Gross Rating Points, Gross Impressions, Reach, Frequency, Effective Frequency;
9. Learning the media plannner role in advertising industry.

Course Content

Media Planning course contains basic concepts about media obtectives and strategies

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Orientation
2)	Introduction to Media PlannIning:The Art of Matching Media to the Advertiser's Marketing Needs
3)	The Relationship among Media, Advertising, and Consumer
4)	The Relationship among Media, Advertising, and Consumer
5)	Basic Measurements and Calculations
6)	Basic Measurements and Calculations
7)	Quiz 1
8)	Advanced Measurements and Calculations
9)	Advanced Measurements and Calculations
10)	Quiz 2
11)	Strategy Planning I: Who, Where, and When
12)	Strategy Planning II: Weighting, Reach, Frequency, and Scheduling
13)	Quiz 3
14)	Selecting Media Classes: Intermedia Comparisons

Sources

Course Notes / Textbooks:

Course Book: Advertising Media Planning, Seventh Edition (Jack Z. Sissors, Roger B. Baron), 2010.
Başal, B. (2018). Yeni Medya Planlama ve Tüketici Davranışları, 1. Baskı, Cantay Yayınları.
Barban, A., M., Cristol, S., M., ve Kopec, F., J. (1993) Essentials of Media Planning, A Marketing Viewpoint, 3. Baskı, Amerika: NTC Business Books.
Surmanek, J. (1996). Media Planning, A Practical Guide, 3. Baskı, Amerika: NTC Business Books.
Kartz, H. (2016). The Media Handbook, A Complete Guide to Advertising Media Selection, Planning, Research and Buying, 6.Baskı, Amerika: Lawrence Erlbaum Associate.
Rossiter, J., D., ve Danaher, P.,J. (1998). Advanced Media Planning, Amerika: Kluwer Academic Publishers.
Kelly, L., D. ve Jugenheimer, D., W. (2015) Advertising Media Planning, A Brand Management Approach, Amerika: M.E. Sharpe, 3. Baskı.
Erphon, E. (2006). Media Planning: From Recency to Engagement, ICFAI Books.
Sissors, J., Z. ve Baron, R., B. (2008). Medya Planı Nasıl Hazırlanır?, Çeviren: Melisa Kesmes, MediaCAt Kitapları, İstanbul.
Young, A. (2014). Brand Media Strategy: Integrated Communications Planning in the Digital Era, 1. Baskı, Pelgrave Macmillan.
Martin, D., G. and Coons, R., D. (2019). Media Flight Plan, 8.th Edition, Deer Creek Publishing.

References:

Ders notları haftalık olarak verilecektir.

Course notes will be given weekly.

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance	14	% 0
Homework Assignments	3	% 30
Midterms	1	% 30
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
Study Hours Out of Class	14	6	84
Homework Assignments	3	4	12
Midterms	1	4	4
Final	1	4	4
Total Workload			146

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.	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.	1
4)	To be able to analyze primary and secondary research data for a variety of products and services.	2
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.	2
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.	2
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.	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.	3
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)	1
12)	To be able to identify and meet the demands of learning requirements.	1
13)	To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.	2