Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| ADVERSITING CAMPAIGN PROCESS | PİRY1215029 | Spring Semester | 3+0 | 3 | 7 |
| Course Program | Pazartesi 09:00-09:45 Pazartesi 10:00-10:45 Pazartesi 11:00-11:45 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Second Cycle (Master's Degree) |
| Course Type | Elective |
| Course Coordinator | Prof.Dr. Meliha Nurdan TAŞKIRAN |
| Name of Lecturer(s) | Prof.Dr. Meliha Nurdan TAŞKIRAN |
| Assistant(s) | Prof. Dr. Nurdan Taşkıran |
| Aim | The aim of the course is to enable graduate students to experience the advertising Campaign process with lifelike applications; to establish an imaginary campaign to market its products or services; to exhibit all they have in hand to market and all they have in return, as a feedback by consumers. |
| Course Content | This course contains; Introductory Course - information about the course field sectoral access, its process, expectancies and some informative concepts and texts related.,Frequently used Terms and expressions in the advertising business,Frequently used Terms and expressions in the advertising business,Advertising Agencies, its structure, units and functions.,Advertising Agency Management; units and functions ; chorus;,Research and planning Techniques in Advertising; target mass, consumer profile, consumer culture, persuading strategies, subliminal advertising,Points to consider in the advertising campaign to be prepared: The advertising working framework should be presented as a visual study (product, service determination and purpose in a theoretical framework, target planning file-),Advertising Campaign Process- the media-consumer culture; ways of persuading (awarded campaigns examinations),The persuading process:types of persuading; subliminal advertising/ visuality/texting,Persuading Skills; Logo, wrapping and slogan impacts on consumers; strategies and sample campaigns,Personal applications in Ad Campaign Process; searching for proper media, proper slogan and design, wrapping, colour and fonts of the brand,etc.for his service or product.,Personal applications in Ad Campaign Process; searching for proper media, proper slogan and design, wrapping, colour and fonts of the brand,etc.for his service or product,Personal applications in Ad Campaign Process; searching for proper media, proper slogan and design, wrapping, colour and fonts of the brand,etc.for his service or product,The student sets a stand to exhibit his campaign actually and asks for consumers' views about the product (the taste, appearance, packaging, presentation, slogan, brand name, etc.) as a feedback then writes them as a report (to get his final mark). |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1-Explains the structure of the advertising agency, - the task distribution of the agency, - brief definition and function, - preparation of counter-brief. | 10, 14, 2, 9 | E, F, H |
| 2- Implements an advertising campaign within the scope of a campaign. | 10, 14, 9 | E, F, L |
| 3- Expresses and evaluates the medium, collaborators and target audience of an advertising campaign. | 10, 14 | |
| 4- Applies the surveys, packaging, design, color, image creation, logo and slogan creation of an advertising campaign together with the creative team. | 10, 2, 5, 6 | F, H, L |
| Teaching Methods: | 10: Discussion Method, 14: Self Study Method, 2: Project Based Learning Model, 5: Cooperative Learning, 6: Experiential Learning, 9: Lecture Method |
| Assessment Methods: | E: Homework, F: Project Task, H: Performance Task, L: Group Assessment Technique |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introductory Course - information about the course field sectoral access, its process, expectancies and some informative concepts and texts related. | https://www.youtube.com/watch?v=DWxlIEJSqAc |
| 2 | Frequently used Terms and expressions in the advertising business | Concepts and terms related to advertising - ItIt is necessary to take a look at the first chapter of the book 'Key Concepts of Advertising' |
| 3 | Frequently used Terms and expressions in the advertising business | The student should better revise the previous week's texts. |
| 4 | Advertising Agencies, its structure, units and functions. | From lecture notes What is agency? Organizational chart, task division and functions |
| 5 | Advertising Agency Management; units and functions ; chorus; | Advertising agencies and their functionalities. |
| 6 | Research and planning Techniques in Advertising; target mass, consumer profile, consumer culture, persuading strategies, subliminal advertising | Customer relations, consumer culture and profile research in advertising agencies, read the references |
| 7 | Points to consider in the advertising campaign to be prepared: The advertising working framework should be presented as a visual study (product, service determination and purpose in a theoretical framework, target planning file-) | Important points should be read during the advertising campaign process |
| 8 | Advertising Campaign Process- the media-consumer culture; ways of persuading (awarded campaigns examinations) | Before the course, the student should prepare a pp presentation of a popular successful ad campaign around,by inquiring the reasons of the achievement; the films, shots, feedbacks, actors, VIP's , media, settings, etc. |
| 9 | The persuading process:types of persuading; subliminal advertising/ visuality/texting | |
| 10 | Persuading Skills; Logo, wrapping and slogan impacts on consumers; strategies and sample campaigns | Investigate worldwide Campaigns all over the world |
| 11 | Personal applications in Ad Campaign Process; searching for proper media, proper slogan and design, wrapping, colour and fonts of the brand,etc.for his service or product. | The student should investigate and search for his campaign, product or service in detail and ready to exhibit it for consumers under the campaign frame. The supposed product must have a brand name, a web page, a slogan and a target mass; a POP,wrapping style, surveys,etc, whatsover necessary for a campaign, he should deal with all visaully and as a text in a printed matter form. |
| 12 | Personal applications in Ad Campaign Process; searching for proper media, proper slogan and design, wrapping, colour and fonts of the brand,etc.for his service or product | The student should investigate and search for his campaign, product or service in detail and ready to exhibit it for consumers under the campaign frame. The supposed product must have a brand name, a web page, a slogan and a target mass; a POP,wrapping style, surveys,etc, whatsover necessary for a campaign, he should deal with all visaully and as a text in a printed matter form. |
| 13 | Personal applications in Ad Campaign Process; searching for proper media, proper slogan and design, wrapping, colour and fonts of the brand,etc.for his service or product | The student should investigate and search for his campaign, product or service in detail and ready to exhibit it for consumers under the campaign frame. The supposed product must have a brand name, a web page, a slogan and a target mass; a POP,wrapping style, surveys,etc, whatsover necessary for a campaign, he should deal with all visaully and as a text in a printed matter form. |
| 14 | The student sets a stand to exhibit his campaign actually and asks for consumers' views about the product (the taste, appearance, packaging, presentation, slogan, brand name, etc.) as a feedback then writes them as a report (to get his final mark) | Before opening the stand in the final stage, the students must prepare all their preparations, color and product harmony on the presentation table, presentation and packaging designs. |
| Resources |
| Turkish Book sources: İletişim Olarak Reklamcılık- Gillian Dyer 99 Soruda Reklamcılık- N.Taşkıran -Recep Yılmaz Reklamcılığın Temel Kavramları- Sözlük Reklam Terimleri Sözlüğü MEB- Reklamcılıkta Planlama -Ank 2012 MEB- Reklamcılıkta Araştırma-Ank 2008 -Nurdan Taşkıran Post Graduate Course notes Ref Books in English -Advertising & Promotion- Belch Belch Global Edition -The Language of Branding-Routledge |
| Worldwide famous advertising companies, awarded ads and their stories shared on their web pages or via youtube videos, viral or real |
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. | X | |||||
| 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. | ||||||
| 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. | ||||||
| 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. | X | |||||
| 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 | 1 | 18 | 18 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 2 | 50 | 100 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 20 | 20 | |||
| General Exam | 1 | 30 | 30 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 210 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(210/30) | 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 |
|---|---|---|---|---|---|
| ADVERSITING CAMPAIGN PROCESS | PİRY1215029 | Spring Semester | 3+0 | 3 | 7 |
| Course Program | Pazartesi 09:00-09:45 Pazartesi 10:00-10:45 Pazartesi 11:00-11:45 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Second Cycle (Master's Degree) |
| Course Type | Elective |
| Course Coordinator | Prof.Dr. Meliha Nurdan TAŞKIRAN |
| Name of Lecturer(s) | Prof.Dr. Meliha Nurdan TAŞKIRAN |
| Assistant(s) | Prof. Dr. Nurdan Taşkıran |
| Aim | The aim of the course is to enable graduate students to experience the advertising Campaign process with lifelike applications; to establish an imaginary campaign to market its products or services; to exhibit all they have in hand to market and all they have in return, as a feedback by consumers. |
| Course Content | This course contains; Introductory Course - information about the course field sectoral access, its process, expectancies and some informative concepts and texts related.,Frequently used Terms and expressions in the advertising business,Frequently used Terms and expressions in the advertising business,Advertising Agencies, its structure, units and functions.,Advertising Agency Management; units and functions ; chorus;,Research and planning Techniques in Advertising; target mass, consumer profile, consumer culture, persuading strategies, subliminal advertising,Points to consider in the advertising campaign to be prepared: The advertising working framework should be presented as a visual study (product, service determination and purpose in a theoretical framework, target planning file-),Advertising Campaign Process- the media-consumer culture; ways of persuading (awarded campaigns examinations),The persuading process:types of persuading; subliminal advertising/ visuality/texting,Persuading Skills; Logo, wrapping and slogan impacts on consumers; strategies and sample campaigns,Personal applications in Ad Campaign Process; searching for proper media, proper slogan and design, wrapping, colour and fonts of the brand,etc.for his service or product.,Personal applications in Ad Campaign Process; searching for proper media, proper slogan and design, wrapping, colour and fonts of the brand,etc.for his service or product,Personal applications in Ad Campaign Process; searching for proper media, proper slogan and design, wrapping, colour and fonts of the brand,etc.for his service or product,The student sets a stand to exhibit his campaign actually and asks for consumers' views about the product (the taste, appearance, packaging, presentation, slogan, brand name, etc.) as a feedback then writes them as a report (to get his final mark). |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1-Explains the structure of the advertising agency, - the task distribution of the agency, - brief definition and function, - preparation of counter-brief. | 10, 14, 2, 9 | E, F, H |
| 2- Implements an advertising campaign within the scope of a campaign. | 10, 14, 9 | E, F, L |
| 3- Expresses and evaluates the medium, collaborators and target audience of an advertising campaign. | 10, 14 | |
| 4- Applies the surveys, packaging, design, color, image creation, logo and slogan creation of an advertising campaign together with the creative team. | 10, 2, 5, 6 | F, H, L |
| Teaching Methods: | 10: Discussion Method, 14: Self Study Method, 2: Project Based Learning Model, 5: Cooperative Learning, 6: Experiential Learning, 9: Lecture Method |
| Assessment Methods: | E: Homework, F: Project Task, H: Performance Task, L: Group Assessment Technique |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introductory Course - information about the course field sectoral access, its process, expectancies and some informative concepts and texts related. | https://www.youtube.com/watch?v=DWxlIEJSqAc |
| 2 | Frequently used Terms and expressions in the advertising business | Concepts and terms related to advertising - ItIt is necessary to take a look at the first chapter of the book 'Key Concepts of Advertising' |
| 3 | Frequently used Terms and expressions in the advertising business | The student should better revise the previous week's texts. |
| 4 | Advertising Agencies, its structure, units and functions. | From lecture notes What is agency? Organizational chart, task division and functions |
| 5 | Advertising Agency Management; units and functions ; chorus; | Advertising agencies and their functionalities. |
| 6 | Research and planning Techniques in Advertising; target mass, consumer profile, consumer culture, persuading strategies, subliminal advertising | Customer relations, consumer culture and profile research in advertising agencies, read the references |
| 7 | Points to consider in the advertising campaign to be prepared: The advertising working framework should be presented as a visual study (product, service determination and purpose in a theoretical framework, target planning file-) | Important points should be read during the advertising campaign process |
| 8 | Advertising Campaign Process- the media-consumer culture; ways of persuading (awarded campaigns examinations) | Before the course, the student should prepare a pp presentation of a popular successful ad campaign around,by inquiring the reasons of the achievement; the films, shots, feedbacks, actors, VIP's , media, settings, etc. |
| 9 | The persuading process:types of persuading; subliminal advertising/ visuality/texting | |
| 10 | Persuading Skills; Logo, wrapping and slogan impacts on consumers; strategies and sample campaigns | Investigate worldwide Campaigns all over the world |
| 11 | Personal applications in Ad Campaign Process; searching for proper media, proper slogan and design, wrapping, colour and fonts of the brand,etc.for his service or product. | The student should investigate and search for his campaign, product or service in detail and ready to exhibit it for consumers under the campaign frame. The supposed product must have a brand name, a web page, a slogan and a target mass; a POP,wrapping style, surveys,etc, whatsover necessary for a campaign, he should deal with all visaully and as a text in a printed matter form. |
| 12 | Personal applications in Ad Campaign Process; searching for proper media, proper slogan and design, wrapping, colour and fonts of the brand,etc.for his service or product | The student should investigate and search for his campaign, product or service in detail and ready to exhibit it for consumers under the campaign frame. The supposed product must have a brand name, a web page, a slogan and a target mass; a POP,wrapping style, surveys,etc, whatsover necessary for a campaign, he should deal with all visaully and as a text in a printed matter form. |
| 13 | Personal applications in Ad Campaign Process; searching for proper media, proper slogan and design, wrapping, colour and fonts of the brand,etc.for his service or product | The student should investigate and search for his campaign, product or service in detail and ready to exhibit it for consumers under the campaign frame. The supposed product must have a brand name, a web page, a slogan and a target mass; a POP,wrapping style, surveys,etc, whatsover necessary for a campaign, he should deal with all visaully and as a text in a printed matter form. |
| 14 | The student sets a stand to exhibit his campaign actually and asks for consumers' views about the product (the taste, appearance, packaging, presentation, slogan, brand name, etc.) as a feedback then writes them as a report (to get his final mark) | Before opening the stand in the final stage, the students must prepare all their preparations, color and product harmony on the presentation table, presentation and packaging designs. |
| Resources |
| Turkish Book sources: İletişim Olarak Reklamcılık- Gillian Dyer 99 Soruda Reklamcılık- N.Taşkıran -Recep Yılmaz Reklamcılığın Temel Kavramları- Sözlük Reklam Terimleri Sözlüğü MEB- Reklamcılıkta Planlama -Ank 2012 MEB- Reklamcılıkta Araştırma-Ank 2008 -Nurdan Taşkıran Post Graduate Course notes Ref Books in English -Advertising & Promotion- Belch Belch Global Edition -The Language of Branding-Routledge |
| Worldwide famous advertising companies, awarded ads and their stories shared on their web pages or via youtube videos, viral or real |
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. | X | |||||
| 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. | ||||||
| 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. | ||||||
| 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. | X | |||||
| 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 | |