Course Detail
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| BASIC CONCEPTS of ADVERTISING | - | Spring Semester | 3+0 | 3 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assist.Prof. Asena TEMELLİ COŞGUN |
| Name of Lecturer(s) | Assoc.Prof. Yeşim ESGİN |
| Assistant(s) | Assoc. Prof. Dr. Bilge KARAMEHMET ALTUNTAŞ |
| Aim | This course will provide students with a general knowledge of the fundamentals of advertising. As an introductory course, it will prepare students for further study in both basic and specialized areas of advertising and commercial communication. In the course students will analyse and discuss examples of advertising, discovering best practice in the advertising industry, and exploring the processes involved in creating campaigns. |
| Course Content | This course contains; Introduction to advertising,Advertising theories,Advertising processes,Advertising media ,Creative Ad strategies,Case study,Advertising agencies,Advertiser, agency relationship,Marketing Communications Mix I- Creating storyboard- stıdent presentations ,Marketing Communications Mix II- Creating storyboard- stıdent presentations,Advertising appeals- Creating storyboard- stıdent presentations,Media planning- Creating storyboard- stıdent presentations ,Ethics in Advertising- Creating storyboard- stıdent presentations,Case study- Creating storyboard- stıdent presentations. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Will be able to explore the fundementals of advertising | 16, 9 | |
| 1.1 Explain the theories. | 16, 9 | |
| 1.2 Explain the basic concepts of advertising | 16, 9 | |
| 1.3 Explain the charactersitics of advertising | 16, 9 | |
| 2. Will be able to describe the advertising campaign planning and execution process | 16, 9 | |
| 2.1 Comprehend the relationship between the company and the advertising agency. | 16, 9 | |
| 2.2 Classify the advertising channels. | 13, 16, 9 | A |
| 2.3 Explain the campaign measurement and evaluation issues | 13, 16, 9 | A |
| 3. Will be able to tell the creative approaches to advertising. | 13, 16, 9 | A |
| 3.1 Explain the emotional appeal. | 13, 16, 9 | A |
| 3.2 Explain the moral appeal. | 13, 16, 9 | A |
| 3.3 Explain the rational appeal. | 13, 16, 9 | A |
| 3.4 Comprehend the creative processes | 13, 16, 9 | A |
| 4. Will be able to explain the relationship between advertising and the other communication tools | 16, 9 | |
| 4.1 Recognize the communication tools | 16, 9 | |
| 4.2 Tell the relationship between advertising and the other communication tools. | 16, 9 |
| Teaching Methods: | 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to advertising | Reading lecture notes |
| 2 | Advertising theories | Reading lecture notes |
| 3 | Advertising processes | Reading lecture notes |
| 4 | Advertising media | Reading lecture notes |
| 5 | Creative Ad strategies | Reading lecture notes |
| 6 | Case study | Assignment |
| 7 | Advertising agencies | Reading lecture notes |
| 8 | Advertiser, agency relationship | Reading lecture notes |
| 9 | Marketing Communications Mix I- Creating storyboard- stıdent presentations | Assignment |
| 10 | Marketing Communications Mix II- Creating storyboard- stıdent presentations | Assignment |
| 11 | Advertising appeals- Creating storyboard- stıdent presentations | Assignment |
| 12 | Media planning- Creating storyboard- stıdent presentations | Assignment |
| 13 | Ethics in Advertising- Creating storyboard- stıdent presentations | Assignment |
| 14 | Case study- Creating storyboard- stıdent presentations | Assignment |
| Resources |
| ADVERTISING AND IMC. MORIARTY,S. MITCHELL, N. WELLS, W. PEARSON. 10TH ED. 2015 |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Know the basic concepts of journalism and the basic theories of these disciplines. | ||||||
| 2 | Determine facts related to journalism and analyzes these facts from various dimensions. | ||||||
| 3 | Use her/his expert knowledge, she 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 her field by taking responsibility when necessary. | ||||||
| 6 | Take part in a team established for projects related to his/her field, leads the project, plans and manages the events. | ||||||
| 7 | Investigate theoretical and factual problems related to the discipline of journalism and sub-disciplines with scientific methods, analyzes the findings and turns them into scientific publications. | ||||||
| 8 | Adopt the principle of lifelong learning as its principle. He regularly follows developments, innovations, ideas, methods and techniques in his field and uses them effectively in his own work. | ||||||
| 9 | Use Turkish language fluently and accurately in scientific and professional works. | ||||||
| 10 | Use new communication technologies effectively in her professional and scientific studies and constantly follows the developments in new communication technologies.(dişil) | X | |||||
| 11 | Communicates verbally and in writing by using English at least at the European Language Portfolio B1 General Level. | ||||||
| 12 | Act in a way that adheres to ethical codes in her professional and scientific work.(dişil) | X | |||||
| 13 | Plan social responsibility activities and takes part in the realization of these activities. | ||||||
| 14 | Carry out measurement and evaluation of the communication activities it carries out. | X | |||||
| 15 | Knowledgeable about occupational health and safety and can use this information when necessary. | ||||||
| 16 | It is sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
| 17 | Use methods and techniques of the discipline of journalism, it carries out various public relations and advertising campaigns in public and private sector organizations. | X | |||||
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 | 5 | 10 | 50 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 1 | 3 | 3 | |||
| Quiz | 1 | 5 | 5 | |||
| 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 |
|---|---|---|---|---|---|
| BASIC CONCEPTS of ADVERTISING | - | Spring Semester | 3+0 | 3 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assist.Prof. Asena TEMELLİ COŞGUN |
| Name of Lecturer(s) | Assoc.Prof. Yeşim ESGİN |
| Assistant(s) | Assoc. Prof. Dr. Bilge KARAMEHMET ALTUNTAŞ |
| Aim | This course will provide students with a general knowledge of the fundamentals of advertising. As an introductory course, it will prepare students for further study in both basic and specialized areas of advertising and commercial communication. In the course students will analyse and discuss examples of advertising, discovering best practice in the advertising industry, and exploring the processes involved in creating campaigns. |
| Course Content | This course contains; Introduction to advertising,Advertising theories,Advertising processes,Advertising media ,Creative Ad strategies,Case study,Advertising agencies,Advertiser, agency relationship,Marketing Communications Mix I- Creating storyboard- stıdent presentations ,Marketing Communications Mix II- Creating storyboard- stıdent presentations,Advertising appeals- Creating storyboard- stıdent presentations,Media planning- Creating storyboard- stıdent presentations ,Ethics in Advertising- Creating storyboard- stıdent presentations,Case study- Creating storyboard- stıdent presentations. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Will be able to explore the fundementals of advertising | 16, 9 | |
| 1.1 Explain the theories. | 16, 9 | |
| 1.2 Explain the basic concepts of advertising | 16, 9 | |
| 1.3 Explain the charactersitics of advertising | 16, 9 | |
| 2. Will be able to describe the advertising campaign planning and execution process | 16, 9 | |
| 2.1 Comprehend the relationship between the company and the advertising agency. | 16, 9 | |
| 2.2 Classify the advertising channels. | 13, 16, 9 | A |
| 2.3 Explain the campaign measurement and evaluation issues | 13, 16, 9 | A |
| 3. Will be able to tell the creative approaches to advertising. | 13, 16, 9 | A |
| 3.1 Explain the emotional appeal. | 13, 16, 9 | A |
| 3.2 Explain the moral appeal. | 13, 16, 9 | A |
| 3.3 Explain the rational appeal. | 13, 16, 9 | A |
| 3.4 Comprehend the creative processes | 13, 16, 9 | A |
| 4. Will be able to explain the relationship between advertising and the other communication tools | 16, 9 | |
| 4.1 Recognize the communication tools | 16, 9 | |
| 4.2 Tell the relationship between advertising and the other communication tools. | 16, 9 |
| Teaching Methods: | 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to advertising | Reading lecture notes |
| 2 | Advertising theories | Reading lecture notes |
| 3 | Advertising processes | Reading lecture notes |
| 4 | Advertising media | Reading lecture notes |
| 5 | Creative Ad strategies | Reading lecture notes |
| 6 | Case study | Assignment |
| 7 | Advertising agencies | Reading lecture notes |
| 8 | Advertiser, agency relationship | Reading lecture notes |
| 9 | Marketing Communications Mix I- Creating storyboard- stıdent presentations | Assignment |
| 10 | Marketing Communications Mix II- Creating storyboard- stıdent presentations | Assignment |
| 11 | Advertising appeals- Creating storyboard- stıdent presentations | Assignment |
| 12 | Media planning- Creating storyboard- stıdent presentations | Assignment |
| 13 | Ethics in Advertising- Creating storyboard- stıdent presentations | Assignment |
| 14 | Case study- Creating storyboard- stıdent presentations | Assignment |
| Resources |
| ADVERTISING AND IMC. MORIARTY,S. MITCHELL, N. WELLS, W. PEARSON. 10TH ED. 2015 |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Know the basic concepts of journalism and the basic theories of these disciplines. | ||||||
| 2 | Determine facts related to journalism and analyzes these facts from various dimensions. | ||||||
| 3 | Use her/his expert knowledge, she 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 her field by taking responsibility when necessary. | ||||||
| 6 | Take part in a team established for projects related to his/her field, leads the project, plans and manages the events. | ||||||
| 7 | Investigate theoretical and factual problems related to the discipline of journalism and sub-disciplines with scientific methods, analyzes the findings and turns them into scientific publications. | ||||||
| 8 | Adopt the principle of lifelong learning as its principle. He regularly follows developments, innovations, ideas, methods and techniques in his field and uses them effectively in his own work. | ||||||
| 9 | Use Turkish language fluently and accurately in scientific and professional works. | ||||||
| 10 | Use new communication technologies effectively in her professional and scientific studies and constantly follows the developments in new communication technologies.(dişil) | X | |||||
| 11 | Communicates verbally and in writing by using English at least at the European Language Portfolio B1 General Level. | ||||||
| 12 | Act in a way that adheres to ethical codes in her professional and scientific work.(dişil) | X | |||||
| 13 | Plan social responsibility activities and takes part in the realization of these activities. | ||||||
| 14 | Carry out measurement and evaluation of the communication activities it carries out. | X | |||||
| 15 | Knowledgeable about occupational health and safety and can use this information when necessary. | ||||||
| 16 | It is sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
| 17 | Use methods and techniques of the discipline of journalism, it carries out various public relations and advertising campaigns in public and private sector organizations. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |