ADVERTISING | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
ADV1684 | Introduction to Advertising | Spring | 3 | 0 | 3 | 7 |
The course opens with the approval of the Department at the beginning of each semester |
Language of instruction: | En |
Type of course: | Must Course |
Course Level: | Bachelor |
Mode of Delivery: | Face to face |
Course Coordinator : | Dr. Öğr. Üyesi EDA ÖZTÜRK |
Course Lecturer(s): |
Prof. Dr. HASAN KEMAL SUHER Prof. Dr. NAZLI EDA NOYAN CELAYİR Assoc. Prof. FİGEN YILDIRIM Dr. Öğr. Üyesi ŞAFAK ŞAHİN Dr. Öğr. Üyesi HANDE BİLSEL Dr. Öğr. Üyesi EDA ÖZTÜRK |
Course Objectives: | This course aims to introduce students with the basic concepts and researches in the field of advertising and transfer information about general issues like target market, advertising campaign process, advertising media, strategic advertising research and planning, copywriting, creativity, design and production. It also explains advertising’s role in marketing and communication process. |
The students who have succeeded in this course; The students will be ; I. Will be able to explain basic concepts on advertising II. Will be able to distinguish the relations between advertising, consumers and target market, analyze target market III. Will practice developing the big idea IV. Will be able to apply the big idea to the campaign process V. Will be able to explain factors to evaluate advertising campaigns VI. Will be able to assess individual or team’s ideas during the team work |
This course in advertising is about key advertising concepts,relationship between marketing and advertising, target audience, strategic planning, media planning and creativity |
Week | Subject | Related Preparation | |
1) | Advertising Today | ||
2) | The Big Picture: The Evolution of Advertising | ||
3) | The Big Picture: Economic and Regulatory Aspects | ||
4) | The Scope of Advertising: From Local to Global | ||
5) | Marketing and Consumer Behavior: The Foundation of Advertising | ||
6) | Marketing and Consumer Behavior: The Foundation of Advertising | ||
7) | Market Segmentation and The Marketing Mix: Determinants of Advertising Strategy | ||
8) | Midterm | ||
9) | Research: Gathering Information for Advertising Planning | ||
10) | Marketing and Advertising Planning | ||
11) | Marketing and Advertising Planning | ||
12) | Planning Media Strategy: Disseminating The Message | ||
13) | Creative Strategy and the Creative Process | ||
14) | Creative Execution: Art and Copy | ||
15) | Relationship Building: Direct Marketing, Personal Selling and Sales Promotion | ||
16) | Final |
Course Notes: | Contemporary Advertising 13th Edition (William F. Arens, Michael F. Weigold , Christian Arens, 2011) Reading Materials : 5 books Will Be Given On the beginning of the Semester each year boks will be updated |
References: | Ders notları haftalık olarak verilecektir. Course notes will be given weekly. |
Semester Requirements | Number of Activities | Level of Contribution |
Attendance | 14 | % 10 |
Laboratory | % 0 | |
Application | % 0 | |
Field Work | % 0 | |
Special Course Internship (Work Placement) | % 0 | |
Quizzes | 2 | % 10 |
Homework Assignments | 1 | % 20 |
Presentation | % 0 | |
Project | % 0 | |
Seminar | % 0 | |
Midterms | 1 | % 20 |
Preliminary Jury | % 0 | |
Final | 1 | % 40 |
Paper Submission | % 0 | |
Jury | % 0 | |
Bütünleme | % 0 | |
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 |
Laboratory | 0 | 0 | 0 |
Application | 0 | 0 | 0 |
Special Course Internship (Work Placement) | 0 | 0 | 0 |
Field Work | 0 | 0 | 0 |
Study Hours Out of Class | 13 | 7 | 91 |
Presentations / Seminar | 0 | 0 | 0 |
Project | 0 | 0 | 0 |
Homework Assignments | 1 | 15 | 15 |
Quizzes | 2 | 6 | 12 |
Preliminary Jury | 0 | 0 | 0 |
Midterms | 1 | 4 | 4 |
Paper Submission | 0 | 0 | 0 |
Jury | 0 | 0 | 0 |
Final | 1 | 4 | 4 |
Total Workload | 165 |
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. | 3 |
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 |