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Week |
Subject |
Related Preparation |
1) |
Derse giriş. Konuların sunumu. |
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2) |
The Origins of Advertising and Early Advertising Agencies.
Principles of Free Market Economics and The Evolution of Advertising as an Economic Tool.
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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
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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
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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
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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
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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
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7) |
The Creative Revolution of British Advertising 1960-1980:
Collett Dickenson Pearce (CDP) Boase Massimi Pollitt (BMP) Saatchi&Saatchi
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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
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8) |
Midterm
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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.
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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
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11) |
1990-2000 Marlboro Friday.
Internet Revolution and The Changing Face of Advertising.
Calvin Klein Jeans, Levi’s.
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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
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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.
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2) |
To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.
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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.
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4) |
To be able to analyze primary and secondary research data for a variety of products and services.
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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.
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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)
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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.
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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.
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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.
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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.
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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)
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12) |
To be able to identify and meet the demands of learning requirements.
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13) |
To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.
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