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
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.

Basic information

Language of instruction:	English
Type of course:	Departmental Elective
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Assist. Prof. EDA ÖZTÜRK
Course Lecturer(s):	Assist. Prof. 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.

Learning Outcomes

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.

Course Content

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.

Weekly Detailed Course Contents

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

Sources

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.

Evaluation System

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

ECTS / Workload Table

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

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.	4
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.	1
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.	5
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.	2
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.	2
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.	3
13)	To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.	3