Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| ADVERTISING STRATEGIES and THEORIES | PİRY1115021 | Fall Semester | 3+0 | 3 | 7 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Second Cycle (Master's Degree) |
| Course Type | Elective |
| 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 | This course will provide students understand advertising models and advertising strategies |
| Course Content | This course contains; Strategical approaches to advertising,Determining strategy,AIDA VE DAGMAR MODELS,MASLOW'S MODEL,DAVID BERNSTEIN'S MODEL,DAGMAR AND EHRENBERG MODEL,HYERARCHY OF EFFECTS MODEL,Cialdini Model- Persuasion Model,Product Life Cycle Model,Case studies on advertising models and strategies- student presentations,Case studies on advertising models and strategies- student presentations,Case studies on advertising models and strategies- student presentations,Case studies on advertising models and strategies- student presentations,Case studies on advertising models and strategies- student presentations. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Define advertising model and strategies | 12, 13, 9 | |
| 2. Explain the advertising model and strategies. | 13, 16, 9 | A |
| 3. Evaluate advertising model and strategies | 13, 16, 9 | |
| 4. Define advertising models | 12, 14, 9 | A |
| 5. Define advertising strategies | 14, 16, 9 | |
| 6. Exemplify the methods of ensuring advertising | 12, 13, 16, 9 | A |
| Teaching Methods: | 12: Problem Solving Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Strategical approaches to advertising | Related reading |
| 2 | Determining strategy | Related reading |
| 3 | AIDA VE DAGMAR MODELS | Related reading |
| 4 | MASLOW'S MODEL | Related reading |
| 5 | DAVID BERNSTEIN'S MODEL | Related reading |
| 6 | DAGMAR AND EHRENBERG MODEL | Related reading |
| 7 | HYERARCHY OF EFFECTS MODEL | Related reading |
| 8 | Cialdini Model- Persuasion Model | Related reading |
| 9 | Product Life Cycle Model | Related reading |
| 10 | Case studies on advertising models and strategies- student presentations | Related reading |
| 11 | Case studies on advertising models and strategies- student presentations | Related reading |
| 12 | Case studies on advertising models and strategies- student presentations | Related reading |
| 13 | Case studies on advertising models and strategies- student presentations | Related reading |
| 14 | Case studies on advertising models and strategies- student presentations | Related reading |
| Resources |
| Aksoy, Atilla, Yeni Reklamcılık, İstanbul Bilgi Üniversitesi Yayınları Jones, John Philip, Masallar ve Gerçeklerle Reklamcılık, MediaCat Kitapları Borça, Güven, Reklamlardan Sonra, MediaCat KitaplarıHopkins, Claude, Reklamcılık Yaşantım ve Bilimsel Reklamcılık, Yapı Kredi Yayınları |
| Advertising Theory - 2nd Edition - Shelly Rodgers, ROUTLEGDE |
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. | ||||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | ||||||
| 5 | Obtains theoretical and practical knowledge in the field of Marketing and Advertising and uses this knowledge. | X | |||||
| 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. | ||||||
| 9 | Takes responsibility and produces solutions for complex problems encountered in the field of Marketing Communications and advertising. | X | |||||
| 10 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | ||||||
| 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. | X | |||||
| 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. | ||||||
| 16 | Plans social responsibility events and takes a role in implementation process. | ||||||
| 17 | Develops and implements strategies in the field of Marketing Communication and advertising and evaluates the results within the framework of quality processes. | ||||||
| 18 | Uses the knowledge and application skills acquired in Marketing communications and advertising field in interdisciplinary studies. | ||||||
| 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 | 3 | 42 | |||
| Guided Problem Solving | 0 | 0 | 0 | |||
| Resolution of Homework Problems and Submission as a Report | 5 | 15 | 75 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 1 | 30 | 30 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 30 | 30 | |||
| General Exam | 1 | 35 | 35 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 212 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(212/30) | 7 | |||||
| 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 | PİRY1115021 | Fall Semester | 3+0 | 3 | 7 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Second Cycle (Master's Degree) |
| Course Type | Elective |
| 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 | This course will provide students understand advertising models and advertising strategies |
| Course Content | This course contains; Strategical approaches to advertising,Determining strategy,AIDA VE DAGMAR MODELS,MASLOW'S MODEL,DAVID BERNSTEIN'S MODEL,DAGMAR AND EHRENBERG MODEL,HYERARCHY OF EFFECTS MODEL,Cialdini Model- Persuasion Model,Product Life Cycle Model,Case studies on advertising models and strategies- student presentations,Case studies on advertising models and strategies- student presentations,Case studies on advertising models and strategies- student presentations,Case studies on advertising models and strategies- student presentations,Case studies on advertising models and strategies- student presentations. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Define advertising model and strategies | 12, 13, 9 | |
| 2. Explain the advertising model and strategies. | 13, 16, 9 | A |
| 3. Evaluate advertising model and strategies | 13, 16, 9 | |
| 4. Define advertising models | 12, 14, 9 | A |
| 5. Define advertising strategies | 14, 16, 9 | |
| 6. Exemplify the methods of ensuring advertising | 12, 13, 16, 9 | A |
| Teaching Methods: | 12: Problem Solving Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Strategical approaches to advertising | Related reading |
| 2 | Determining strategy | Related reading |
| 3 | AIDA VE DAGMAR MODELS | Related reading |
| 4 | MASLOW'S MODEL | Related reading |
| 5 | DAVID BERNSTEIN'S MODEL | Related reading |
| 6 | DAGMAR AND EHRENBERG MODEL | Related reading |
| 7 | HYERARCHY OF EFFECTS MODEL | Related reading |
| 8 | Cialdini Model- Persuasion Model | Related reading |
| 9 | Product Life Cycle Model | Related reading |
| 10 | Case studies on advertising models and strategies- student presentations | Related reading |
| 11 | Case studies on advertising models and strategies- student presentations | Related reading |
| 12 | Case studies on advertising models and strategies- student presentations | Related reading |
| 13 | Case studies on advertising models and strategies- student presentations | Related reading |
| 14 | Case studies on advertising models and strategies- student presentations | Related reading |
| Resources |
| Aksoy, Atilla, Yeni Reklamcılık, İstanbul Bilgi Üniversitesi Yayınları Jones, John Philip, Masallar ve Gerçeklerle Reklamcılık, MediaCat Kitapları Borça, Güven, Reklamlardan Sonra, MediaCat KitaplarıHopkins, Claude, Reklamcılık Yaşantım ve Bilimsel Reklamcılık, Yapı Kredi Yayınları |
| Advertising Theory - 2nd Edition - Shelly Rodgers, ROUTLEGDE |
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. | ||||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | ||||||
| 5 | Obtains theoretical and practical knowledge in the field of Marketing and Advertising and uses this knowledge. | X | |||||
| 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. | ||||||
| 9 | Takes responsibility and produces solutions for complex problems encountered in the field of Marketing Communications and advertising. | X | |||||
| 10 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | ||||||
| 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. | X | |||||
| 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. | ||||||
| 16 | Plans social responsibility events and takes a role in implementation process. | ||||||
| 17 | Develops and implements strategies in the field of Marketing Communication and advertising and evaluates the results within the framework of quality processes. | ||||||
| 18 | Uses the knowledge and application skills acquired in Marketing communications and advertising field in interdisciplinary studies. | ||||||
| 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 | |