Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| ADVERTISING MODELS and STRATEGIES | - | Fall Semester | 3+0 | 3 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ |
| Name of Lecturer(s) | Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ |
| Assistant(s) | Assoc. Prof. Dr. Bilge KARAMEHMET ALTUNTAŞ |
| Aim | Strategical approaches... advertising models and methods to get customers to purchase the product or service |
| Course Content | This course contains; Definition of Advertising, objectives, a short history and the importance it has within the economy.,The significance of advertising in social life. Their impact on masses./the old & the infant; advertising models : AIDA-,Advertising modals; AIDA • DAGMAR or ‘Hierarchy of Effects’ • DRIP • VIPS • DMP • PLC • Maslow • MECCA or Means-End Chain,Advertising models ; AIDA • DAGMAR or ‘Hierarchy of Effects’ • DRIP • VIPS • DMP • PLC • Maslow • MECCA or Means-End Chain,Advertising Models ; AIDA • DAGMAR or ‘Hierarchy of Effects’ • DRIP • VIPS • DMP • PLC • Maslow • MECCA or Means-End Chain,Advertising Models; AIDA • DAGMAR or ‘Hierarchy of Effects’ • DRIP • VIPS • DMP • PLC • Maslow • MECCA or Means-End Chain,Introduction to Advertising Strategies,Advertising strategies; shamans of the whole world; abuse of sexuality- phobies, hobbies, emotions, being deprived of social status, alienation subliminal advertising- student presentations,Advertising strategies; shamans of the whole world; abuse of sexuality- phobies, hobbies, emotions, being deprived of social status, alienation; subliminalistic attitude- student presentations,Examples of advertising strategies from world advertisements: Examining and predicting strategies - student presentations,Advertising examinations in groups to find out the models or strategies.- student presentations,Advertising examinations in groups to find out the models or strategies.- student presentations,Advertising examinations in groups to find out the models or strategies.- student presentations,Advertising review- General evaluation- student presentations. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Describe the constituents of an advertising | 10, 13, 19, 20, 37, 9 | A |
| List how to design an ad to be effective on customers | 16, 9 | A, E |
| Explain the advertising model and strategies. | 2, 6, 9 | A, C |
| Define advertising model and strategies | 16, 9 | A, E |
| Evaluate advertising model and strategies | 6 | A, E, F |
| Define advertising models | 16, 9 | A, E, F |
| Define advertising strategies | 16, 9 | A, D, E, F |
| Exemplify the methods of ensuring advertising | 16, 9 | A, E, F |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 16: Question - Answer Technique, 19: Brainstorming Technique, 2: Project Based Learning Model, 20: Reverse Brainstorming Technique, 37: Computer-Internet Supported Instruction, 6: Experiential Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, C: Multiple-Choice Exam, D: Oral Exam, E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Definition of Advertising, objectives, a short history and the importance it has within the economy. | Related reading |
| 2 | The significance of advertising in social life. Their impact on masses./the old & the infant; advertising models : AIDA- | Related reading |
| 3 | Advertising modals; AIDA • DAGMAR or ‘Hierarchy of Effects’ • DRIP • VIPS • DMP • PLC • Maslow • MECCA or Means-End Chain | Related reading |
| 4 | Advertising models ; AIDA • DAGMAR or ‘Hierarchy of Effects’ • DRIP • VIPS • DMP • PLC • Maslow • MECCA or Means-End Chain | Related reading |
| 5 | Advertising Models ; AIDA • DAGMAR or ‘Hierarchy of Effects’ • DRIP • VIPS • DMP • PLC • Maslow • MECCA or Means-End Chain | Related reading |
| 6 | Advertising Models; AIDA • DAGMAR or ‘Hierarchy of Effects’ • DRIP • VIPS • DMP • PLC • Maslow • MECCA or Means-End Chain | Related reading |
| 7 | Introduction to Advertising Strategies | Related reading |
| 8 | Advertising strategies; shamans of the whole world; abuse of sexuality- phobies, hobbies, emotions, being deprived of social status, alienation subliminal advertising- student presentations | Related reading |
| 9 | Advertising strategies; shamans of the whole world; abuse of sexuality- phobies, hobbies, emotions, being deprived of social status, alienation; subliminalistic attitude- student presentations | Related reading |
| 10 | Examples of advertising strategies from world advertisements: Examining and predicting strategies - student presentations | Related reading |
| 11 | Advertising examinations in groups to find out the models or strategies.- student presentations | Related reading |
| 12 | Advertising examinations in groups to find out the models or strategies.- student presentations | Related reading |
| 13 | Advertising examinations in groups to find out the models or strategies.- student presentations | Related reading |
| 14 | Advertising review- General evaluation- student presentations | Related reading |
| Resources |
| Advertising & Integrated Brand Promotion 7th edition, GENGACE LEARNING Pub.2015 Lecturer's course compilation Dyer, Gillian, Advertising as Communication, Routledge |
| All refs related to advertising strategies and models, Advertising Foundation and its publishings New medya and advertising methods |
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 of Public Relations and Advertising disciplines and the basic theories of these disciplines. | X | |||||
| 2 | Determines facts related to Public Relations and Advertising and analyzes these facts from various dimensions. | X | |||||
| 3 | Using expert knowledge, takes part in the decision-making mechanisms of businesses, identifies the problems encountered and offers solutions. | ||||||
| 4 | Carries out analyzes for institutions and prepares a communication plan in line with the needs of the institutions. | ||||||
| 5 | Solve problems that arise in projects related to the field by taking responsibility when necessary. | ||||||
| 6 | Takes part in a team established for projects related to the field, leads the project, plans and manages the events. | ||||||
| 7 | Investigates theoretical and factual problems related to the disciplines and sub-disciplines of Public Relations and Advertising with scientific methods, analyzes the findings and turns them into scientific publications. | ||||||
| 8 | Adopts the principle of lifelong learning. Regularly follows developments, innovations, ideas, methods and techniques in the field and uses them effectively in his/her own work. | ||||||
| 9 | Communicates verbally and in writing by using English at least at the European Language Portfolio B2 General Level. | ||||||
| 10 | Uses new communication technologies effectively in professional and scientific studies and constantly follows the developments in new communication technologies. | ||||||
| 11 | Plans social responsibility activities and takes part in the realization of these activities. | ||||||
| 12 | Acts in a way that adheres to ethical codes in professional and scientific work. | ||||||
| 13 | Carries out various public relations and advertising campaigns in public and private sector organizations, using methods and techniques of Public Relations and Advertising disciplines. | ||||||
| 14 | Carries out measurement and evaluation of the communication activities. | ||||||
| 15 | Knowledgeable about occupational health and safety and can use this information when necessary. . | ||||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 14 | 3 | 42 | |||
| Guided Problem Solving | 0 | 0 | 0 | |||
| Resolution of Homework Problems and Submission as a Report | 3 | 6 | 18 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 2 | 10 | 20 | |||
| Quiz | 2 | 10 | 20 | |||
| Midterm Exam | 1 | 20 | 20 | |||
| General Exam | 1 | 30 | 30 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 150 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(150/30) | 5 | |||||
| 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 MODELS and STRATEGIES | - | Fall Semester | 3+0 | 3 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ |
| Name of Lecturer(s) | Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ |
| Assistant(s) | Assoc. Prof. Dr. Bilge KARAMEHMET ALTUNTAŞ |
| Aim | Strategical approaches... advertising models and methods to get customers to purchase the product or service |
| Course Content | This course contains; Definition of Advertising, objectives, a short history and the importance it has within the economy.,The significance of advertising in social life. Their impact on masses./the old & the infant; advertising models : AIDA-,Advertising modals; AIDA • DAGMAR or ‘Hierarchy of Effects’ • DRIP • VIPS • DMP • PLC • Maslow • MECCA or Means-End Chain,Advertising models ; AIDA • DAGMAR or ‘Hierarchy of Effects’ • DRIP • VIPS • DMP • PLC • Maslow • MECCA or Means-End Chain,Advertising Models ; AIDA • DAGMAR or ‘Hierarchy of Effects’ • DRIP • VIPS • DMP • PLC • Maslow • MECCA or Means-End Chain,Advertising Models; AIDA • DAGMAR or ‘Hierarchy of Effects’ • DRIP • VIPS • DMP • PLC • Maslow • MECCA or Means-End Chain,Introduction to Advertising Strategies,Advertising strategies; shamans of the whole world; abuse of sexuality- phobies, hobbies, emotions, being deprived of social status, alienation subliminal advertising- student presentations,Advertising strategies; shamans of the whole world; abuse of sexuality- phobies, hobbies, emotions, being deprived of social status, alienation; subliminalistic attitude- student presentations,Examples of advertising strategies from world advertisements: Examining and predicting strategies - student presentations,Advertising examinations in groups to find out the models or strategies.- student presentations,Advertising examinations in groups to find out the models or strategies.- student presentations,Advertising examinations in groups to find out the models or strategies.- student presentations,Advertising review- General evaluation- student presentations. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Describe the constituents of an advertising | 10, 13, 19, 20, 37, 9 | A |
| List how to design an ad to be effective on customers | 16, 9 | A, E |
| Explain the advertising model and strategies. | 2, 6, 9 | A, C |
| Define advertising model and strategies | 16, 9 | A, E |
| Evaluate advertising model and strategies | 6 | A, E, F |
| Define advertising models | 16, 9 | A, E, F |
| Define advertising strategies | 16, 9 | A, D, E, F |
| Exemplify the methods of ensuring advertising | 16, 9 | A, E, F |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 16: Question - Answer Technique, 19: Brainstorming Technique, 2: Project Based Learning Model, 20: Reverse Brainstorming Technique, 37: Computer-Internet Supported Instruction, 6: Experiential Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, C: Multiple-Choice Exam, D: Oral Exam, E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Definition of Advertising, objectives, a short history and the importance it has within the economy. | Related reading |
| 2 | The significance of advertising in social life. Their impact on masses./the old & the infant; advertising models : AIDA- | Related reading |
| 3 | Advertising modals; AIDA • DAGMAR or ‘Hierarchy of Effects’ • DRIP • VIPS • DMP • PLC • Maslow • MECCA or Means-End Chain | Related reading |
| 4 | Advertising models ; AIDA • DAGMAR or ‘Hierarchy of Effects’ • DRIP • VIPS • DMP • PLC • Maslow • MECCA or Means-End Chain | Related reading |
| 5 | Advertising Models ; AIDA • DAGMAR or ‘Hierarchy of Effects’ • DRIP • VIPS • DMP • PLC • Maslow • MECCA or Means-End Chain | Related reading |
| 6 | Advertising Models; AIDA • DAGMAR or ‘Hierarchy of Effects’ • DRIP • VIPS • DMP • PLC • Maslow • MECCA or Means-End Chain | Related reading |
| 7 | Introduction to Advertising Strategies | Related reading |
| 8 | Advertising strategies; shamans of the whole world; abuse of sexuality- phobies, hobbies, emotions, being deprived of social status, alienation subliminal advertising- student presentations | Related reading |
| 9 | Advertising strategies; shamans of the whole world; abuse of sexuality- phobies, hobbies, emotions, being deprived of social status, alienation; subliminalistic attitude- student presentations | Related reading |
| 10 | Examples of advertising strategies from world advertisements: Examining and predicting strategies - student presentations | Related reading |
| 11 | Advertising examinations in groups to find out the models or strategies.- student presentations | Related reading |
| 12 | Advertising examinations in groups to find out the models or strategies.- student presentations | Related reading |
| 13 | Advertising examinations in groups to find out the models or strategies.- student presentations | Related reading |
| 14 | Advertising review- General evaluation- student presentations | Related reading |
| Resources |
| Advertising & Integrated Brand Promotion 7th edition, GENGACE LEARNING Pub.2015 Lecturer's course compilation Dyer, Gillian, Advertising as Communication, Routledge |
| All refs related to advertising strategies and models, Advertising Foundation and its publishings New medya and advertising methods |
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 of Public Relations and Advertising disciplines and the basic theories of these disciplines. | X | |||||
| 2 | Determines facts related to Public Relations and Advertising and analyzes these facts from various dimensions. | X | |||||
| 3 | Using expert knowledge, takes part in the decision-making mechanisms of businesses, identifies the problems encountered and offers solutions. | ||||||
| 4 | Carries out analyzes for institutions and prepares a communication plan in line with the needs of the institutions. | ||||||
| 5 | Solve problems that arise in projects related to the field by taking responsibility when necessary. | ||||||
| 6 | Takes part in a team established for projects related to the field, leads the project, plans and manages the events. | ||||||
| 7 | Investigates theoretical and factual problems related to the disciplines and sub-disciplines of Public Relations and Advertising with scientific methods, analyzes the findings and turns them into scientific publications. | ||||||
| 8 | Adopts the principle of lifelong learning. Regularly follows developments, innovations, ideas, methods and techniques in the field and uses them effectively in his/her own work. | ||||||
| 9 | Communicates verbally and in writing by using English at least at the European Language Portfolio B2 General Level. | ||||||
| 10 | Uses new communication technologies effectively in professional and scientific studies and constantly follows the developments in new communication technologies. | ||||||
| 11 | Plans social responsibility activities and takes part in the realization of these activities. | ||||||
| 12 | Acts in a way that adheres to ethical codes in professional and scientific work. | ||||||
| 13 | Carries out various public relations and advertising campaigns in public and private sector organizations, using methods and techniques of Public Relations and Advertising disciplines. | ||||||
| 14 | Carries out measurement and evaluation of the communication activities. | ||||||
| 15 | Knowledgeable about occupational health and safety and can use this information when necessary. . | ||||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |