Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| CONTEMPORARY APPROACHES to ADVERTISING THEORY and RESEARCH | - | Fall Semester | 3+0 | 3 | 8 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Third Cycle (Doctorate 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 | The aim of this course is to examine advertising theories and examples of advertising in the world from the beginning of advertising to the present. |
| Course Content | This course contains; Advertising and the historical development of ads.,Advertising Models- 1- AIDA,Advertising Models -2 - DAGMAR,Advertising Models - 3- HYERARCY OF EFFECTS,Advertising Models - 4- DAVID BERNSTEIN- VIP CHECKLIST,Advertising Strategies- 1,Advertising Strategies- 2,Advertising Strategies- 3,Advertising Strategies- 4,Advertising cases in the world- 1- Luxury brands,Advertising cases in the world- 2- Mass brands,Advertising Analyses- 1- Cases from Turkey and the World,Advertising Analyses- 2- Cases from Turkey and the World,Advertising Analyses- 3- Cases from Turkey and the World,Advertising Analyses- 4- Cases from Turkey and the World. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Define advertising strategies | 10, 16, 5, 6, 9 | D, E |
| Display an understanding of the examples of advertising | 10, 16, 6, 9 | A, E |
| Analyze the process of advertising | 10, 12, 16, 9 | A, E |
| Comprehend new produced theories related to the advertising | 16, 9 | A |
| Discuss advertising theories | 16, 9 | A |
| Teaching Methods: | 10: Discussion Method, 12: Problem Solving Method, 16: Question - Answer Technique, 5: Cooperative Learning, 6: Experiential Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, D: Oral Exam, E: Homework |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Advertising and the historical development of ads. | Related reading |
| 2 | Advertising Models- 1- AIDA | Related reading |
| 3 | Advertising Models -2 - DAGMAR | Related reading |
| 3 | Advertising Models - 3- HYERARCY OF EFFECTS | Related reading |
| 4 | Advertising Models - 4- DAVID BERNSTEIN- VIP CHECKLIST | Related reading |
| 5 | Advertising Strategies- 1 | Related reading |
| 6 | Advertising Strategies- 2 | Related reading |
| 7 | Advertising Strategies- 3 | Related reading |
| 8 | Advertising Strategies- 4 | Related reading |
| 9 | Advertising cases in the world- 1- Luxury brands | Related reading |
| 10 | Advertising cases in the world- 2- Mass brands | Related reading |
| 11 | Advertising Analyses- 1- Cases from Turkey and the World | Related reading |
| 12 | Advertising Analyses- 2- Cases from Turkey and the World | Related reading |
| 13 | Advertising Analyses- 3- Cases from Turkey and the World | Related reading |
| 14 | Advertising Analyses- 4- Cases from Turkey and the World | Related reading |
| Resources |
| Lecture notes Advertising Theory - 2nd Edition - Shelly Rodgers, ROUTLEDGE |
| Paul Rand, Inspiration and Process in Design, 2019 |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | To have advanced theoretical and practical knowledge in areas such as media history, news writing techniques, news types, applied journalism. | ||||||
| 2 | Knows the process of content production appropriate to the characteristics of different communication environments. | X | |||||
| 3 | Has knowledge about the theories, methods, strategies and techniques related to the field. | X | |||||
| 4 | To be aware of the impact of media on the thoughts, behaviors and values of individuals and society. | X | |||||
| 5 | Uses theoretical and practical knowledge specific to the field. | X | |||||
| 6 | Develops critical thinking, analysis and synthesis skills. | X | |||||
| 7 | Follows and uses new methods and technologies related to the field. | X | |||||
| 8 | Develops the ability to realize an original media content production with the knowledge acquired. | ||||||
| 9 | Evaluates visual and audio data and literary texts related to the field with a critical approach. | ||||||
| 10 | Identifies problems in the field, collects and analyzes data to solve these problems; interprets and proposes solutions. | ||||||
| 11 | Acts in accordance with democracy, human rights, social, scientific and professional ethical values in the process of content production. | ||||||
| 12 | Takes responsibility in individual or group studies related to the field and fulfills the task taken or executes it independently. | ||||||
| 13 | Plans and manages activities for professional development as an individual and team member. | ||||||
| 14 | To be able to follow the information in the field by using a foreign language at least at the B2 level of the European Language Portfolio. | ||||||
| 15 | To be able to convey solutions to problems in the field in written and orally. | ||||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
| 17 | Knowledgeable about occupational health and safety and can use this information when necessary. | ||||||
| 18 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
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 | 2 | 18 | 36 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 0 | 0 | 0 | |||
| Quiz | 1 | 42 | 42 | |||
| Midterm Exam | 1 | 50 | 50 | |||
| General Exam | 1 | 70 | 70 | |||
| 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 |
|---|---|---|---|---|---|
| CONTEMPORARY APPROACHES to ADVERTISING THEORY and RESEARCH | - | Fall Semester | 3+0 | 3 | 8 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Third Cycle (Doctorate 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 | The aim of this course is to examine advertising theories and examples of advertising in the world from the beginning of advertising to the present. |
| Course Content | This course contains; Advertising and the historical development of ads.,Advertising Models- 1- AIDA,Advertising Models -2 - DAGMAR,Advertising Models - 3- HYERARCY OF EFFECTS,Advertising Models - 4- DAVID BERNSTEIN- VIP CHECKLIST,Advertising Strategies- 1,Advertising Strategies- 2,Advertising Strategies- 3,Advertising Strategies- 4,Advertising cases in the world- 1- Luxury brands,Advertising cases in the world- 2- Mass brands,Advertising Analyses- 1- Cases from Turkey and the World,Advertising Analyses- 2- Cases from Turkey and the World,Advertising Analyses- 3- Cases from Turkey and the World,Advertising Analyses- 4- Cases from Turkey and the World. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Define advertising strategies | 10, 16, 5, 6, 9 | D, E |
| Display an understanding of the examples of advertising | 10, 16, 6, 9 | A, E |
| Analyze the process of advertising | 10, 12, 16, 9 | A, E |
| Comprehend new produced theories related to the advertising | 16, 9 | A |
| Discuss advertising theories | 16, 9 | A |
| Teaching Methods: | 10: Discussion Method, 12: Problem Solving Method, 16: Question - Answer Technique, 5: Cooperative Learning, 6: Experiential Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, D: Oral Exam, E: Homework |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Advertising and the historical development of ads. | Related reading |
| 2 | Advertising Models- 1- AIDA | Related reading |
| 3 | Advertising Models -2 - DAGMAR | Related reading |
| 3 | Advertising Models - 3- HYERARCY OF EFFECTS | Related reading |
| 4 | Advertising Models - 4- DAVID BERNSTEIN- VIP CHECKLIST | Related reading |
| 5 | Advertising Strategies- 1 | Related reading |
| 6 | Advertising Strategies- 2 | Related reading |
| 7 | Advertising Strategies- 3 | Related reading |
| 8 | Advertising Strategies- 4 | Related reading |
| 9 | Advertising cases in the world- 1- Luxury brands | Related reading |
| 10 | Advertising cases in the world- 2- Mass brands | Related reading |
| 11 | Advertising Analyses- 1- Cases from Turkey and the World | Related reading |
| 12 | Advertising Analyses- 2- Cases from Turkey and the World | Related reading |
| 13 | Advertising Analyses- 3- Cases from Turkey and the World | Related reading |
| 14 | Advertising Analyses- 4- Cases from Turkey and the World | Related reading |
| Resources |
| Lecture notes Advertising Theory - 2nd Edition - Shelly Rodgers, ROUTLEDGE |
| Paul Rand, Inspiration and Process in Design, 2019 |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | To have advanced theoretical and practical knowledge in areas such as media history, news writing techniques, news types, applied journalism. | ||||||
| 2 | Knows the process of content production appropriate to the characteristics of different communication environments. | X | |||||
| 3 | Has knowledge about the theories, methods, strategies and techniques related to the field. | X | |||||
| 4 | To be aware of the impact of media on the thoughts, behaviors and values of individuals and society. | X | |||||
| 5 | Uses theoretical and practical knowledge specific to the field. | X | |||||
| 6 | Develops critical thinking, analysis and synthesis skills. | X | |||||
| 7 | Follows and uses new methods and technologies related to the field. | X | |||||
| 8 | Develops the ability to realize an original media content production with the knowledge acquired. | ||||||
| 9 | Evaluates visual and audio data and literary texts related to the field with a critical approach. | ||||||
| 10 | Identifies problems in the field, collects and analyzes data to solve these problems; interprets and proposes solutions. | ||||||
| 11 | Acts in accordance with democracy, human rights, social, scientific and professional ethical values in the process of content production. | ||||||
| 12 | Takes responsibility in individual or group studies related to the field and fulfills the task taken or executes it independently. | ||||||
| 13 | Plans and manages activities for professional development as an individual and team member. | ||||||
| 14 | To be able to follow the information in the field by using a foreign language at least at the B2 level of the European Language Portfolio. | ||||||
| 15 | To be able to convey solutions to problems in the field in written and orally. | ||||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
| 17 | Knowledgeable about occupational health and safety and can use this information when necessary. | ||||||
| 18 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |