Language of instruction: |
English |
Type of course: |
Non-Departmental Elective |
Course Level: |
Bachelor’s Degree (First Cycle)
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Mode of Delivery: |
Face to face
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Course Coordinator : |
Dr. Öğr. Üyesi ÇAKIR AKER |
Course Lecturer(s): |
Dr. Öğr. Üyesi ŞAFAK ŞAHİN
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Recommended Optional Program Components: |
None |
Course Objectives: |
Advertisement industry has evolved into a different phenomenon in which the interaction became the essence of ads and customer relations. Since the age of industrialization and post-industrial society, the common knowledge was to advertise through impressions and pre-planned messages towards masses yet the new technological developments and especially the video games opened up a new world for advertisers. In this course, the use of both the use of entertainment technologies and mobile apps for ads will be discussed while a brief history on how the advertisement business have evolved into what we are witnessing today is explained and inspected. Additionally, terms such as influencer marketing, appvertising, game design principles and gamification is discussed. Lessons are usually going to be conducted via presentations and discussions. There will be also some extra projects during the course.
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Week |
Subject |
Related Preparation |
1) |
Social Networks and Leaderboards |
Reading the pages between 45-62 of the main course book. |
1) |
Introduction: Game Mechanics |
Reading the pages between 9-28 of the main course book. |
2) |
Passive Play |
Reading the pages between 31-43 of the main course book. |
4) |
Funware Mechanics: Points and Beyond |
Reading the pages between 65-91 of the main course book.
|
5) |
Prizes and Games of Chance |
Reading the pages between 91-108 of the main course book.
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6) |
Multiplayer Games |
Reading the pages between 117-123 of the main course book. |
7) |
Midterm Exam |
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8) |
Know Thy Player |
Reading the pages between 141-161 of the main course book. |
9) |
The Future of the Gamers: Generation G |
Reading the pages between 161-177 of the main course book. |
10) |
Licesing and Product Placement |
Reading the pages between 173-199 of the recomended book. |
11) |
Motivating Sales With Funware |
Reading the pages between 181-194 of the main course book. |
12) |
Games in Business |
Reading the pages between 197-202 of the main course book. |
13) |
Ethical Issues About Advergames |
Reading the pages between 223-230 of the recomended book. |
14) |
Anti-Advergame |
Reading the pages between 223-230 of the recomended book. |
Course Notes / Textbooks: |
"Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests"
Gabe Zichermann, Joselin Linder
"Advergaming and In-Game Advertising: An Approach to the next Generation of Advertising"
Gerald Marolf |
References: |
Bellman, S., Kemp, A., Haddad, H., & Varan, D. (2014). The effectiveness of advergames compared to television commercials and interactive commercials featuring advergames. Computers in Human Behavior, 32, 276-283.
Terlutter, R., & Capella, M. L. (2013). The gamification of advertising: analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of advertising, 42(2-3), 95-112.
Moore, E. S. (2006). It's child's play: Advergaming and the online marketing of food to children. Henry J. Kaiser Family Foundation.
Marolf, G. (2007). Advergaming and in-game advertising: An approach to the next generation of advertising. Vdm Verlag.
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Program Outcomes |
Level of Contribution |
1) |
Being familiar to the main concepts and methods of the social sciences and the fine arts devoted to understanding the world and the society |
4 |
2) |
Having comprehensive knowledge regarding different media and branches of art |
3 |
3) |
Knowing the historical background of audio-visual moving images in the world and in Turkey and keeping pace with the new developments in the area |
1 |
4) |
Having a good command of the language and the aesthetics of audio-visual moving images in the world and in Turkey |
1 |
5) |
Being able to create a narrative that could be used in a fiction or a non-fiction audio-visual moving image product |
2 |
6) |
Being able to write a script ready to be shot |
2 |
7) |
Having the skills to produce the photoboard of a script in hand and to shoot the film using the camera, the lights and other necessary equipment |
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8) |
Being able to transfer the footage of a film to the digital medium, to edit and do other post-production operations |
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9) |
Being able to create a documentary audio visual moving image from the preliminary sketch stage to shooting, editing and post-production stages |
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10) |
Being able to produce an audio visual moving image for television and audio products for radio from preliminary stages through shooting and editing to the post-production stage |
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11) |
Being culturally and theoretically equipped to make sense of an audio-visual moving image, to approach it critically with regard to its language and narration and being able to express his/her approach in black and white |
3 |
12) |
Having ethical values and a sense of social responsibility |
5 |