Course Detail
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| CREATIVE ADVERTISING | - | Spring Semester | 2+1 | 2,5 | 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) | Lect. Sema SEZER |
| Assistant(s) | Assoc. Prof. Dr. Bilge KARAMEHMET ALTUNTAŞ |
| Aim | The aim of this course; to convey the meaning the concept of creativity, its importance and use in advertising today's world and to develop students' creative thinking abilities. |
| Course Content | This course contains; Introduction, general introduction and sharing of course syllabus,Creativity, Innovation, Development Concepts,Creative Thinking Techniques,Marketing, marketing communication and creativity,Advertising and Creativity (concepts, sample ads),Advertising campaign, creative brief, production processes,Creative strategy (target audience, message, advertising language, etc.),Midterm,How to find the idea?- Student Presentations,TV spot, radio spot writing basic rules- student presentations,Basic rules of writing press ads, direct mail, outdoor advertising- student presentations,Creative Advertising Sample Evaluation- student presentations,Creative Strategy and Applications - Student Presentations,Creative Applications - Evaluation- student presentations. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Defiine the term of creativity | 14, 5, 9 | E, F |
| Relate the importance of creativity in branding and marketing communication | 10, 16, 6, 8, 9 | A, F |
| Create a creative strategy | 14, 5, 6 | F |
| Comprehend the importance of creative strategy in advertising | 10, 16, 9 | A |
| Create a creative strategy in advertising | 16, 9 | A, F |
| Define the concept of creativity | C, E |
| Teaching Methods: | 10: Discussion Method, 14: Self Study Method, 16: Question - Answer Technique, 5: Cooperative Learning, 6: Experiential Learning, 8: Flipped Classroom Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, C: Multiple-Choice Exam, E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction, general introduction and sharing of course syllabus | Related reading |
| 2 | Creativity, Innovation, Development Concepts | Related reading |
| 3 | Creative Thinking Techniques | Related reading |
| 4 | Marketing, marketing communication and creativity | Related reading |
| 5 | Advertising and Creativity (concepts, sample ads) | Related reading |
| 6 | Advertising campaign, creative brief, production processes | Related reading |
| 7 | Creative strategy (target audience, message, advertising language, etc.) | Related reading |
| 8 | Midterm | Related reading |
| 9 | How to find the idea?- Student Presentations | Related reading |
| 10 | TV spot, radio spot writing basic rules- student presentations | Related reading |
| 11 | Basic rules of writing press ads, direct mail, outdoor advertising- student presentations | Related reading |
| 12 | Creative Advertising Sample Evaluation- student presentations | Related reading |
| 13 | Creative Strategy and Applications - Student Presentations | Related reading |
| 14 | Creative Applications - Evaluation- student presentations | Related reading |
| Resources |
| Jim Avery, Kampanya Planlaması, Reklamcılık Vakfı Yayınları,2005 Kemal Sezer, Reklamın Sokak Çocuğu; Ersin Salman, Reklamcılık Vakfı Yayınları, 2005 F. Hürel, Yaratıcı Reklamcılık. İstanbul, Say Yayınları, 2008. Daniel Smith, Steve Jobs Gibi Düşünmek, NTV Yayınları, 2013 |
| Creative Advertising, New Edition Paperback – June 23, 2008 |
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 Media and Visual Arts disciplines. | X | |||||
| 2 | Knows the basic theories of media and visual arts disciplines. | X | |||||
| 3 | Knows the necessary computer programs and multi-media techniques in Media and Visual Arts. | ||||||
| 4 | Knows the aesthetic rules necessary in Media and Visual Arts. | ||||||
| 5 | Acts in a way that adheres to national and international ethical codes in professional and scientific studies. | ||||||
| 6 | Understands the symbol systems of cultures. | ||||||
| 7 | Analyzes the facts related to Media and Visual Arts in their dimensions. | ||||||
| 8 | Plans the visual design process in line with the needs of institutions/individuals. | ||||||
| 9 | Carries out the visual communication process in line with the needs of institutions/individuals. | ||||||
| 10 | Uses the tools, methods and techniques required for Media and Visual Arts practices. | ||||||
| 11 | Has the ability to produce, process and evaluate real, 2D and 3D images. | ||||||
| 12 | Applies visual design techniques in new media environments. | ||||||
| 13 | Has aesthetic awareness and understanding of design. | ||||||
| 14 | Performs their profession by taking into consideration the "Occupational Health and Safety" rules. | ||||||
| 15 | Solve problems that arise by taking responsibility in projects related to Media and Visual Arts. | ||||||
| 16 | Can transform theoretical and factual problems of Media and Visual Arts disciplines and sub-disciplines into publications using scientific methods. | ||||||
| 17 | Regularly follows the developments in the field of Media and Visual Arts and uses them effectively in her work. | ||||||
| 18 | Uses Turkish fluently and accurately in scientific and professional studies. | ||||||
| 19 | Can read and understand at least one foreign language at B1 level. | ||||||
| 20 | Plans and takes part in social responsibility projects. | ||||||
| 21 | Incorporates artificial intelligence (artificial learning/machine learning) into the creation process. | ||||||
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 | 1 | 15 | 15 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 1 | 13 | 13 | |||
| Quiz | 1 | 10 | 10 | |||
| Midterm Exam | 1 | 30 | 30 | |||
| General Exam | 1 | 40 | 40 | |||
| 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 |
|---|---|---|---|---|---|
| CREATIVE ADVERTISING | - | Spring Semester | 2+1 | 2,5 | 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) | Lect. Sema SEZER |
| Assistant(s) | Assoc. Prof. Dr. Bilge KARAMEHMET ALTUNTAŞ |
| Aim | The aim of this course; to convey the meaning the concept of creativity, its importance and use in advertising today's world and to develop students' creative thinking abilities. |
| Course Content | This course contains; Introduction, general introduction and sharing of course syllabus,Creativity, Innovation, Development Concepts,Creative Thinking Techniques,Marketing, marketing communication and creativity,Advertising and Creativity (concepts, sample ads),Advertising campaign, creative brief, production processes,Creative strategy (target audience, message, advertising language, etc.),Midterm,How to find the idea?- Student Presentations,TV spot, radio spot writing basic rules- student presentations,Basic rules of writing press ads, direct mail, outdoor advertising- student presentations,Creative Advertising Sample Evaluation- student presentations,Creative Strategy and Applications - Student Presentations,Creative Applications - Evaluation- student presentations. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Defiine the term of creativity | 14, 5, 9 | E, F |
| Relate the importance of creativity in branding and marketing communication | 10, 16, 6, 8, 9 | A, F |
| Create a creative strategy | 14, 5, 6 | F |
| Comprehend the importance of creative strategy in advertising | 10, 16, 9 | A |
| Create a creative strategy in advertising | 16, 9 | A, F |
| Define the concept of creativity | C, E |
| Teaching Methods: | 10: Discussion Method, 14: Self Study Method, 16: Question - Answer Technique, 5: Cooperative Learning, 6: Experiential Learning, 8: Flipped Classroom Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, C: Multiple-Choice Exam, E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction, general introduction and sharing of course syllabus | Related reading |
| 2 | Creativity, Innovation, Development Concepts | Related reading |
| 3 | Creative Thinking Techniques | Related reading |
| 4 | Marketing, marketing communication and creativity | Related reading |
| 5 | Advertising and Creativity (concepts, sample ads) | Related reading |
| 6 | Advertising campaign, creative brief, production processes | Related reading |
| 7 | Creative strategy (target audience, message, advertising language, etc.) | Related reading |
| 8 | Midterm | Related reading |
| 9 | How to find the idea?- Student Presentations | Related reading |
| 10 | TV spot, radio spot writing basic rules- student presentations | Related reading |
| 11 | Basic rules of writing press ads, direct mail, outdoor advertising- student presentations | Related reading |
| 12 | Creative Advertising Sample Evaluation- student presentations | Related reading |
| 13 | Creative Strategy and Applications - Student Presentations | Related reading |
| 14 | Creative Applications - Evaluation- student presentations | Related reading |
| Resources |
| Jim Avery, Kampanya Planlaması, Reklamcılık Vakfı Yayınları,2005 Kemal Sezer, Reklamın Sokak Çocuğu; Ersin Salman, Reklamcılık Vakfı Yayınları, 2005 F. Hürel, Yaratıcı Reklamcılık. İstanbul, Say Yayınları, 2008. Daniel Smith, Steve Jobs Gibi Düşünmek, NTV Yayınları, 2013 |
| Creative Advertising, New Edition Paperback – June 23, 2008 |
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 Media and Visual Arts disciplines. | X | |||||
| 2 | Knows the basic theories of media and visual arts disciplines. | X | |||||
| 3 | Knows the necessary computer programs and multi-media techniques in Media and Visual Arts. | ||||||
| 4 | Knows the aesthetic rules necessary in Media and Visual Arts. | ||||||
| 5 | Acts in a way that adheres to national and international ethical codes in professional and scientific studies. | ||||||
| 6 | Understands the symbol systems of cultures. | ||||||
| 7 | Analyzes the facts related to Media and Visual Arts in their dimensions. | ||||||
| 8 | Plans the visual design process in line with the needs of institutions/individuals. | ||||||
| 9 | Carries out the visual communication process in line with the needs of institutions/individuals. | ||||||
| 10 | Uses the tools, methods and techniques required for Media and Visual Arts practices. | ||||||
| 11 | Has the ability to produce, process and evaluate real, 2D and 3D images. | ||||||
| 12 | Applies visual design techniques in new media environments. | ||||||
| 13 | Has aesthetic awareness and understanding of design. | ||||||
| 14 | Performs their profession by taking into consideration the "Occupational Health and Safety" rules. | ||||||
| 15 | Solve problems that arise by taking responsibility in projects related to Media and Visual Arts. | ||||||
| 16 | Can transform theoretical and factual problems of Media and Visual Arts disciplines and sub-disciplines into publications using scientific methods. | ||||||
| 17 | Regularly follows the developments in the field of Media and Visual Arts and uses them effectively in her work. | ||||||
| 18 | Uses Turkish fluently and accurately in scientific and professional studies. | ||||||
| 19 | Can read and understand at least one foreign language at B1 level. | ||||||
| 20 | Plans and takes part in social responsibility projects. | ||||||
| 21 | Incorporates artificial intelligence (artificial learning/machine learning) into the creation process. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |