ECONOMICS AND FINANCE | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
ADV2627 | Advertising History | Fall | 3 | 0 | 3 | 5 |
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
Language of instruction: | English |
Type of course: | Non-Departmental Elective |
Course Level: | Bachelor’s Degree (First Cycle) |
Mode of Delivery: | Face to face |
Course Coordinator : | Dr. Öğr. Üyesi EDA ÖZTÜRK |
Course Lecturer(s): |
Dr. Öğr. Üyesi EDA ÖZTÜRK |
Recommended Optional Program Components: | None |
Course Objectives: | This course teaches the role of advertising in contemporary society as an economic force and a form of cultural representation, and the social implications of the role of consumerism in contemporary society. The objectives are to understand the history of advertising in the world and investigate the changing strategies that have been used by advertisers from the 19th century to the 21st. It will be conducted mainly by screenings of print and TV advertising products focused on the significant moments in advertising history. |
The students who have succeeded in this course; Learning Outcomes 1. Discuss the functions advertising performs in a free market. 2. Show how economics has affected the growth of advertising. 3. Study of origins of advertising and its consolidation in western countries and also in Turkey. 4. Identify important milestones in the history of advertising. 5. Investigates the changing strategies that have been used by advertisers from the 19th to the 21st centuries. 6. Discuss how the role of advertising has changed in recent years. 7. Become familiar with international advertising practices. |
This course teaches the history of advertising in the world and Turkey. Investigates the changing strategies that have been used by advertisers from the 19th to the 21st centuries.Topics include the important milestones in the history of advertising and Turkish advertising. |
Week | Subject | Related Preparation |
1) | Derse giriş. Konuların sunumu. | |
2) | The Origins of Advertising and Early Advertising Agencies. Principles of Free Market Economics and The Evolution of Advertising as an Economic Tool. | The King of Madison Avenue David Ogilvy, Kenneth Roman, pp.13-69. Video to watch: Harvard Business Review: Common Digital Miscommunications — and How to Avoid Them https://www.youtube.com/watch?v=LoZ5zBxo1OE&t=10s |
3) | 1900-1944 / The Early Steps of Modern Advertising: J.Walter Thompson, Y&R. | The King of Madison Avenue David Ogilvy, Kenneth Roman, pp.71-121. Video to watch: Harvard Business Review: I Tried Three Popular Productivity Methods and This is What I Learned https://www.youtube.com/watch?v=LaCXmw6vwfc |
4) | 1944-1980 / Madison Avenue and First Turkish Ad Agencies. 60’s: Tv Revolution. Bill Bernbach ve “Think Small”, Leo Burnett “Marlboro Man”. | 1944-1980 / Madison Avenue and Creative Revolution: David Ogilvy, Bill Bernbach ve “Think Small”, Leo Burnett “Marlboro Man”. |
5) | 1944-1980 / First Turkish Ad Agencies: Eli Acıman, Necip Akar, Reklam Moran, İstanbul Reklam | The King of Madison Avenue David Ogilvy, Kenneth Roman, pp.163-255. Documentary to Watch: Eli Acıman https://www.youtube.com/watch?v=lKV-RKIXPs8 |
6) | 1944-1980 / Madison Avenue and Creative Revolution: Wells Rich Greene, Ally & Gargano | The King of Madison Avenue David Ogilvy, Kenneth Roman, pp.265-323. Documentary to watch: Art &Copy https://www.youtube.com/watch?v=Pm4eQvFSGNE&t=3s |
7) | The Creative Revolution of British Advertising 1960-1980: Collett Dickenson Pearce (CDP) Boase Massimi Pollitt (BMP) Saatchi&Saatchi | The King of Madison Avenue David Ogilvy, Kenneth Roman, pp.325-358. Documentary to watch: The Men From The Agency - BBC https://www.youtube.com/watch?v=VuxrlS3bnmE |
8) | Midterm | |
9) | 1980-1990 Globalization, Consolidation and The Changing Face of Media: Omnicom, WPP, Interpublic, Havas, Publicis. | Hegarty on Advertising: Turning Intelligence into Magic, John Hegarty, pp.9-74. |
10) | Advertising Industry 1980-1990: John Hegarty, David Abbott, Lee Clow “1984” & SuperBowl. Nike & Michael Jordan. | Hegarty on Advertising: Turning Intelligence into Magic, John Hegarty, pp.75-120. Interview to Watch: Creating Icons: Lee Clow at TEDxChapmanU https://www.youtube.com/watch?v=7jq7Gj09wcA |
11) | 1990-2000 Marlboro Friday. Internet Revolution and The Changing Face of Advertising. Calvin Klein Jeans, Levi’s. | Hegarty on Advertising: Turning Intelligence into Magic, John Hegarty, pp.121-155. |
12) | 1990-2000 / First Private Tv Channels in Turkey. Turkish Advertising Industry in 90’s. | Hegarty on Advertising: Turning Intelligence into Magic, John Hegarty, s.156-196. |
13) | 2000-2010 / Digitization and Evolution of Advertising. | Hegarty on Advertising: Turning Intelligence into Magic, John Hegarty, pp.197-235. |
14) | The Future of Advertising. | David Droga: The Future of Advertising and What It Will Take to Succeed | Inc. https://www.youtube.com/watch?v=wpbtYtP-1Xk |
Course Notes / Textbooks: | Reklamcılığımızın İlk Yüzyılı (Orhan Koloğlu -Reklamcılar Derneği) Reklamcılığın Global Tarihi, Mark Tungate, MediaCat Kitapları. |
References: | Reklamcılık Yaşantım ve Bilimsel Reklamcılık (Claude C. Hopkins – YKY) “Türkiye’de Reklamcılığın Doğuşu: İzidor Barouh’un Anılarından”, Serdar Şendilmen, Gözlem Gazetecilik Basın ve Yayın. “Hayatımız Reklam: Türkiye’nin Reklam Ustalarıyla Söyleşiler”, Pelin Özkan, MediaCat Kitapları. “Madison Avenue”, Martin Mayer, Türkiye İş Bankası Kültür Yayınları “Bir Reklamcının İtirafları”, David Ogilvy, Reklamcılar Derneği. “İz Bırakanlar Dizisi/ Bill Bernbach: Yaratıcılık Devriminin Öncüsü”, MediaCat Kitapları. “İz Bırakanlar Dizisi/ Leo Burnett: Yıldızlara Erişmek İsteyen Bir Reklam Ustası”, MediaCat Kitapları. |
Semester Requirements | Number of Activities | Level of Contribution |
Quizzes | 2 | % 20 |
Homework Assignments | 4 | % 10 |
Midterms | 1 | % 30 |
Final | 1 | % 40 |
Total | % 100 | |
PERCENTAGE OF SEMESTER WORK | % 60 | |
PERCENTAGE OF FINAL WORK | % 40 | |
Total | % 100 |
Activities | Number of Activities | Duration (Hours) | Workload |
Course Hours | 13 | 3 | 39 |
Study Hours Out of Class | 13 | 6 | 78 |
Homework Assignments | 4 | 3 | 12 |
Quizzes | 2 | 2 | 4 |
Midterms | 1 | 3 | 3 |
Final | 1 | 3 | 3 |
Total Workload | 139 |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution | |
1) | Build up a body of knowledge in mathematics and statistics, to use them, to understand how the mechanism of economy –both at micro and macro levels – works. | 3 |
2) | Understand the common as well as distinctive characters of the markets, industries, market regulations and policies. | 2 |
3) | Develop an awareness of different approaches to the economic events and why and how those approaches have been formed through the Economic History and understand the differences among those approaches by noticing at what extent they could explain the economic events. | 1 |
4) | Analyze the interventions of politics to the economics and vice versa. | 3 |
5) | Apply the economic analysis to everyday economic problems and evaluate the policy proposals for those problems by comparing opposite approaches. | 2 |
6) | Understand current and new economic events and how the new approaches to the economics are formed and evaluating. | 2 |
7) | Develop the communicative skills in order to explain the specific economic issues/events written, spoken and graphical form. | 3 |
8) | Know how to formulate the economics problems and issues and define the solutions in a well-formed written form, which includes the hypothesis, literature, methodology and results / empirical evidence. | 2 |
9) | Demonstrate the quantitative and qualitative capabilities and provide evidence for the hypotheses and economic arguments. | 2 |
10) | Understand the information and changes related to the economy by using a foreign language and communicate with colleagues. | 3 |