Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| ADVERTISING STRATEGIES and THEORIES | - | Fall Semester | 3+0 | 3 | 8 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Second Cycle (Master's Degree) |
| Course Type | Required |
| Course Coordinator | Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ |
| Name of Lecturer(s) | Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ |
| Assistant(s) | Assit. Prof. Dr. Bilge Karamehmet Altuntaş |
| Aim | This course aims to provide students to comprehend mass communication theories. |
| Course Content | This course contains; Mass communication models,Persuasion theories,Balance theory,Cognitive theory,Social interest theory,Motivation theories,Purchase models,Aida- Dagmar model,Rhetoric in the ads,Three persuasive evidence: Ethos, Pathos, Logos,Ethos and Reliability of Source,Pathos and Emotional Attractiveness,Logos and Evidences,Advertising Strategies in the world.. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Will be able to explore the fundementals of advertising. | 16, 4, 9 | A, E |
| 1.1 Explain the theories. | 12, 13, 9 | |
| 1.2 Explain the basic concepts of advertising. | 12, 14, 20, 4, 9 | |
| 1.3 Explain the charactersitics of advertising. | 13, 14, 19, 9 | |
| 2. Will be able to describe the advertising campaign planning and execution process. | 12, 14, 2, 9 | A, E |
| 2.1 Comprehend the relationship between the company and the advertising agency. | 13, 14, 18, 19 | |
| 2.2 Classify the advertising channels. | 14, 19, 9 | |
| 2.3 Explain the campaign measurement and evaluation issues. | 12, 13, 14, 16, 23, 9 | |
| 3. Will be able to tell the creative approaches to advertising. | 12, 13, 14, 2, 20, 9 | A, E |
| 3.1 Explain the emotional appeal. | 16, 2, 20, 23, 4, 9 | |
| 3.2 Explain the moral appeal. | 13, 16, 19, 23, 4, 9 | |
| 3.3 Explain the rational appeal. | 13, 14, 19, 9 | |
| 3.4 Comprehend the creative processes. | 12, 13, 2, 20, 4, 9 |
| Teaching Methods: | 12: Problem Solving Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 18: Micro Teaching Technique, 19: Brainstorming Technique, 2: Project Based Learning Model, 20: Reverse Brainstorming Technique, 23: Concept Map Technique, 4: Inquiry-Based Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Mass communication models | |
| 2 | Persuasion theories | |
| 3 | Balance theory | |
| 4 | Cognitive theory | |
| 5 | Social interest theory | |
| 6 | Motivation theories | |
| 7 | Purchase models | |
| 8 | Aida- Dagmar model | |
| 9 | Rhetoric in the ads | |
| 10 | Three persuasive evidence: Ethos, Pathos, Logos | |
| 11 | Ethos and Reliability of Source | |
| 12 | Pathos and Emotional Attractiveness | |
| 13 | Logos and Evidences | |
| 14 | Advertising Strategies in the world. |
| Resources |
| Kavram ve Kuramlarıyla Reklam, Filiz Balta Peltekoğlu |
| KOTLER; Philip, Marketing Management, Millenium Edition, Prentice Hall, USA, 2002. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts and theoretical grounds related to the field. | X | |||||
| 2 | Determines the facts related to Marketing Communications including Advertising and analyzes these facts with various dimensions. | X | |||||
| 3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | X | |||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | X | |||||
| 5 | Obtains theoretical and practical knowledge in the field of Marketing and Advertising and uses this knowledge. | ||||||
| 6 | Observes the theoretical and factual problems with scientific methods related to Marketing Communications and Advertising; analyzes the findings and presents them in scientific publications. | X | |||||
| 7 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 8 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 9 | Takes responsibility and produces solutions for complex problems encountered in the field of Marketing Communications and advertising. | ||||||
| 10 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | X | |||||
| 11 | Explains his/her own work or current information to people in the field of Marketing Communication and advertising or to people outside the field, both verbally and in writing. | ||||||
| 12 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
| 13 | Uses information and communication technologies at an advanced level when required by the field. | ||||||
| 14 | Examines social relations and the norms that guide these relations from a critical perspective and, if necessary, changes or improves them. . | ||||||
| 15 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | X | |||||
| 16 | Plans social responsibility events and takes a role in implementation process. | X | |||||
| 17 | Develops and implements strategies in the field of Marketing Communication and advertising and evaluates the results within the framework of quality processes. | X | |||||
| 18 | Uses the knowledge and application skills acquired in Marketing communications and advertising field in interdisciplinary studies. | X | |||||
| 19 | Collects, applies and interprets data related to the field, taking into account social, scientific, cultural and ethical values. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 14 | 2 | 28 | |||
| Guided Problem Solving | 14 | 3 | 42 | |||
| Resolution of Homework Problems and Submission as a Report | 1 | 30 | 30 | |||
| Term Project | 1 | 20 | 20 | |||
| Presentation of Project / Seminar | 2 | 20 | 40 | |||
| Quiz | 2 | 10 | 20 | |||
| Midterm Exam | 1 | 20 | 20 | |||
| General Exam | 1 | 40 | 40 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 240 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(240/30) | 8 | |||||
| ECTS of the course: 30 hours of work is counted as 1 ECTS credit. | ||||||
Detail Informations of the Course
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| ADVERTISING STRATEGIES and THEORIES | - | Fall Semester | 3+0 | 3 | 8 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Second Cycle (Master's Degree) |
| Course Type | Required |
| Course Coordinator | Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ |
| Name of Lecturer(s) | Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ |
| Assistant(s) | Assit. Prof. Dr. Bilge Karamehmet Altuntaş |
| Aim | This course aims to provide students to comprehend mass communication theories. |
| Course Content | This course contains; Mass communication models,Persuasion theories,Balance theory,Cognitive theory,Social interest theory,Motivation theories,Purchase models,Aida- Dagmar model,Rhetoric in the ads,Three persuasive evidence: Ethos, Pathos, Logos,Ethos and Reliability of Source,Pathos and Emotional Attractiveness,Logos and Evidences,Advertising Strategies in the world.. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Will be able to explore the fundementals of advertising. | 16, 4, 9 | A, E |
| 1.1 Explain the theories. | 12, 13, 9 | |
| 1.2 Explain the basic concepts of advertising. | 12, 14, 20, 4, 9 | |
| 1.3 Explain the charactersitics of advertising. | 13, 14, 19, 9 | |
| 2. Will be able to describe the advertising campaign planning and execution process. | 12, 14, 2, 9 | A, E |
| 2.1 Comprehend the relationship between the company and the advertising agency. | 13, 14, 18, 19 | |
| 2.2 Classify the advertising channels. | 14, 19, 9 | |
| 2.3 Explain the campaign measurement and evaluation issues. | 12, 13, 14, 16, 23, 9 | |
| 3. Will be able to tell the creative approaches to advertising. | 12, 13, 14, 2, 20, 9 | A, E |
| 3.1 Explain the emotional appeal. | 16, 2, 20, 23, 4, 9 | |
| 3.2 Explain the moral appeal. | 13, 16, 19, 23, 4, 9 | |
| 3.3 Explain the rational appeal. | 13, 14, 19, 9 | |
| 3.4 Comprehend the creative processes. | 12, 13, 2, 20, 4, 9 |
| Teaching Methods: | 12: Problem Solving Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 18: Micro Teaching Technique, 19: Brainstorming Technique, 2: Project Based Learning Model, 20: Reverse Brainstorming Technique, 23: Concept Map Technique, 4: Inquiry-Based Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Mass communication models | |
| 2 | Persuasion theories | |
| 3 | Balance theory | |
| 4 | Cognitive theory | |
| 5 | Social interest theory | |
| 6 | Motivation theories | |
| 7 | Purchase models | |
| 8 | Aida- Dagmar model | |
| 9 | Rhetoric in the ads | |
| 10 | Three persuasive evidence: Ethos, Pathos, Logos | |
| 11 | Ethos and Reliability of Source | |
| 12 | Pathos and Emotional Attractiveness | |
| 13 | Logos and Evidences | |
| 14 | Advertising Strategies in the world. |
| Resources |
| Kavram ve Kuramlarıyla Reklam, Filiz Balta Peltekoğlu |
| KOTLER; Philip, Marketing Management, Millenium Edition, Prentice Hall, USA, 2002. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts and theoretical grounds related to the field. | X | |||||
| 2 | Determines the facts related to Marketing Communications including Advertising and analyzes these facts with various dimensions. | X | |||||
| 3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | X | |||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | X | |||||
| 5 | Obtains theoretical and practical knowledge in the field of Marketing and Advertising and uses this knowledge. | ||||||
| 6 | Observes the theoretical and factual problems with scientific methods related to Marketing Communications and Advertising; analyzes the findings and presents them in scientific publications. | X | |||||
| 7 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 8 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 9 | Takes responsibility and produces solutions for complex problems encountered in the field of Marketing Communications and advertising. | ||||||
| 10 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | X | |||||
| 11 | Explains his/her own work or current information to people in the field of Marketing Communication and advertising or to people outside the field, both verbally and in writing. | ||||||
| 12 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
| 13 | Uses information and communication technologies at an advanced level when required by the field. | ||||||
| 14 | Examines social relations and the norms that guide these relations from a critical perspective and, if necessary, changes or improves them. . | ||||||
| 15 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | X | |||||
| 16 | Plans social responsibility events and takes a role in implementation process. | X | |||||
| 17 | Develops and implements strategies in the field of Marketing Communication and advertising and evaluates the results within the framework of quality processes. | X | |||||
| 18 | Uses the knowledge and application skills acquired in Marketing communications and advertising field in interdisciplinary studies. | X | |||||
| 19 | Collects, applies and interprets data related to the field, taking into account social, scientific, cultural and ethical values. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |