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
ADV4642	Ad Game	Fall Spring	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 :	Dr. Öğr. Üyesi ÇAKIR AKER
Course Lecturer(s):	Dr. Öğr. Üyesi ŞAFAK ŞAHİN
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.

Learning Outcomes

The students who have succeeded in this course;
The students who have succeeded in this course will;
1- Provide basic framework and common language for online advertising and advergaming
2- Deliver various adgames and case studies for gainning new perspectives
3- Get familiar with the attributes and guidelines of adgames
4- Enable students in integrating adgame strategies in their respective ad campaigns

Course Content

Course countens is the examining the content of the course to consider the disciplines of advertising and gaming with a holistic perspective and to examine advertising in games.

Weekly Detailed Course Contents

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.
6)	Multiplayer Games	Reading the pages between 117-123 of the main course book.
7)	Midterm Exam
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.

Sources

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.

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance	14	% 10
Midterms	1	% 30
Final	1	% 60
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
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
Midterms	1	4	4
Final	1	4	4
Total Workload			125

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.	3
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.	4
4)	To be able to analyze primary and secondary research data for a variety of products and services.	4
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)	4
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.	4
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.	3
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.	4
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)	4
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.	4