Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| INTRODUCTION to ADVERTISING | - | Spring Semester | 3+0 | 3 | 6 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Assoc.Prof. Yeşim ESGİN |
| Name of Lecturer(s) | Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ |
| Assistant(s) | Assoc. Prof. Yeşim Esgin |
| 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 and Models,Advertising Media,Advertising Agencies,Media Planning,Creative Advertising and Creativity in Advertising,Advertising Budget,Angles and Colours in Advertising,Advertising Campaigns,Marketing Mix,Marketing Channels,Marketing Communication,Advertising and Ethic,General Review. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 3.Describe the creative approaches to advertising. | 13, 16, 9 | C |
| 1. Comprehend the fundementals of advertising. | 16, 9 | A |
| 1.1 Explain the theories. | 16, 9 | A |
| 1.2 Explain the basic concepts of advertising. | 16, 9 | C |
| 1.3 Explain the charactersitics of advertising. | 16, 9 | A |
| 2. Describe the advertising campaign planning process. | 16, 9 | A |
| 2.1 Comprehend the relationship between the company and the advertising agency. | 16, 9 | A |
| 2.2 Classify the advertising channels. | 16, 9 | A |
| 2.3 Explain the campaign measurement and evaluation issues. | 16, 38, 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. Explain the relationship between advertising and the other communication tools. | 16, 9 | A |
| 4.1 Recognize the communication tools. | 16, 9 | A |
| 4.2 Compare the relationship between advertising and the other communication tools. | 16, 9 | C |
| Teaching Methods: | 13: Case Study Method, 16: Question - Answer Technique, 38: Care Plan, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, C: Multiple-Choice Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to Advertising | Related reading |
| 2 | Advertising Theories and Models | Related reading |
| 3 | Advertising Media | Related reading |
| 4 | Advertising Agencies | Related reading |
| 5 | Media Planning | Related reading |
| 6 | Creative Advertising and Creativity in Advertising | Related reading |
| 7 | Advertising Budget | Related reading |
| 8 | Angles and Colours in Advertising | Related reading |
| 9 | Advertising Campaigns | Related reading |
| 10 | Marketing Mix | Related reading |
| 11 | Marketing Channels | Related reading |
| 12 | Marketing Communication | Related reading |
| 13 | Advertising and Ethic | Related reading |
| 14 | General Review | Related reading |
| Resources |
| ADVERTISING AND IMC. MORIARTY,S. MITCHELL, N. WELLS, W. PEARSON. 10TH ED. 2015 |
| Emmanuel Mogaji, 2021, Introduction to Advertising Understanding and Managing the Advertising Process, ROUTLEDGE |
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 Public Relations and Advertising disciplines and the basic theories of these disciplines. | X | |||||
| 2 | Determines facts related to Public Relations and Advertising and analyzes these facts from various dimensions. | X | |||||
| 3 | Using expert knowledge, 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 the field by taking responsibility when necessary. | ||||||
| 6 | Takes part in a team established for projects related to the field, leads the project, plans and manages the events. | ||||||
| 7 | Investigates theoretical and factual problems related to the disciplines and sub-disciplines of Public Relations and Advertising with scientific methods, analyzes the findings and turns them into scientific publications. | ||||||
| 8 | Adopts the principle of lifelong learning. Regularly follows developments, innovations, ideas, methods and techniques in the field and uses them effectively in his/her own work. | ||||||
| 9 | Communicates verbally and in writing by using English at least at the European Language Portfolio B2 General Level. | ||||||
| 10 | Uses new communication technologies effectively in professional and scientific studies and constantly follows the developments in new communication technologies. | ||||||
| 11 | Plans social responsibility activities and takes part in the realization of these activities. | ||||||
| 12 | Acts in a way that adheres to ethical codes in professional and scientific work. | ||||||
| 13 | Carries out various public relations and advertising campaigns in public and private sector organizations, using methods and techniques of Public Relations and Advertising disciplines. | X | |||||
| 14 | Carries out measurement and evaluation of the communication activities. | ||||||
| 15 | Knowledgeable about occupational health and safety and can use this information when necessary. . | ||||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
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 | 14 | 4 | 56 | |||
| Resolution of Homework Problems and Submission as a Report | 4 | 4 | 16 | |||
| Term Project | 1 | 20 | 20 | |||
| Presentation of Project / Seminar | 0 | 0 | 0 | |||
| Quiz | 2 | 1 | 2 | |||
| Midterm Exam | 1 | 14 | 14 | |||
| General Exam | 1 | 30 | 30 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 180 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(180/30) | 6 | |||||
| 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 |
|---|---|---|---|---|---|
| INTRODUCTION to ADVERTISING | - | Spring Semester | 3+0 | 3 | 6 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Assoc.Prof. Yeşim ESGİN |
| Name of Lecturer(s) | Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ |
| Assistant(s) | Assoc. Prof. Yeşim Esgin |
| 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 and Models,Advertising Media,Advertising Agencies,Media Planning,Creative Advertising and Creativity in Advertising,Advertising Budget,Angles and Colours in Advertising,Advertising Campaigns,Marketing Mix,Marketing Channels,Marketing Communication,Advertising and Ethic,General Review. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 3.Describe the creative approaches to advertising. | 13, 16, 9 | C |
| 1. Comprehend the fundementals of advertising. | 16, 9 | A |
| 1.1 Explain the theories. | 16, 9 | A |
| 1.2 Explain the basic concepts of advertising. | 16, 9 | C |
| 1.3 Explain the charactersitics of advertising. | 16, 9 | A |
| 2. Describe the advertising campaign planning process. | 16, 9 | A |
| 2.1 Comprehend the relationship between the company and the advertising agency. | 16, 9 | A |
| 2.2 Classify the advertising channels. | 16, 9 | A |
| 2.3 Explain the campaign measurement and evaluation issues. | 16, 38, 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. Explain the relationship between advertising and the other communication tools. | 16, 9 | A |
| 4.1 Recognize the communication tools. | 16, 9 | A |
| 4.2 Compare the relationship between advertising and the other communication tools. | 16, 9 | C |
| Teaching Methods: | 13: Case Study Method, 16: Question - Answer Technique, 38: Care Plan, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, C: Multiple-Choice Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to Advertising | Related reading |
| 2 | Advertising Theories and Models | Related reading |
| 3 | Advertising Media | Related reading |
| 4 | Advertising Agencies | Related reading |
| 5 | Media Planning | Related reading |
| 6 | Creative Advertising and Creativity in Advertising | Related reading |
| 7 | Advertising Budget | Related reading |
| 8 | Angles and Colours in Advertising | Related reading |
| 9 | Advertising Campaigns | Related reading |
| 10 | Marketing Mix | Related reading |
| 11 | Marketing Channels | Related reading |
| 12 | Marketing Communication | Related reading |
| 13 | Advertising and Ethic | Related reading |
| 14 | General Review | Related reading |
| Resources |
| ADVERTISING AND IMC. MORIARTY,S. MITCHELL, N. WELLS, W. PEARSON. 10TH ED. 2015 |
| Emmanuel Mogaji, 2021, Introduction to Advertising Understanding and Managing the Advertising Process, ROUTLEDGE |
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 Public Relations and Advertising disciplines and the basic theories of these disciplines. | X | |||||
| 2 | Determines facts related to Public Relations and Advertising and analyzes these facts from various dimensions. | X | |||||
| 3 | Using expert knowledge, 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 the field by taking responsibility when necessary. | ||||||
| 6 | Takes part in a team established for projects related to the field, leads the project, plans and manages the events. | ||||||
| 7 | Investigates theoretical and factual problems related to the disciplines and sub-disciplines of Public Relations and Advertising with scientific methods, analyzes the findings and turns them into scientific publications. | ||||||
| 8 | Adopts the principle of lifelong learning. Regularly follows developments, innovations, ideas, methods and techniques in the field and uses them effectively in his/her own work. | ||||||
| 9 | Communicates verbally and in writing by using English at least at the European Language Portfolio B2 General Level. | ||||||
| 10 | Uses new communication technologies effectively in professional and scientific studies and constantly follows the developments in new communication technologies. | ||||||
| 11 | Plans social responsibility activities and takes part in the realization of these activities. | ||||||
| 12 | Acts in a way that adheres to ethical codes in professional and scientific work. | ||||||
| 13 | Carries out various public relations and advertising campaigns in public and private sector organizations, using methods and techniques of Public Relations and Advertising disciplines. | X | |||||
| 14 | Carries out measurement and evaluation of the communication activities. | ||||||
| 15 | Knowledgeable about occupational health and safety and can use this information when necessary. . | ||||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |