Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| ADVERTISING COPYWRITING | - | Fall Semester | 2+1 | 2,5 | 5 |
| 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. 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 convey the importance of creativity and its usage in advertising, to teach the basic principles of finding the idea by using the thoughts effectively and to applly the idea into advertising text according to the media to be used |
| Course Content | This course contains; Meeting, general introduction to the course and sharing of course syllabus ,Creativity, Advertising, Copywriting Concepts ,Copywriters from past to present, from outside and from us. Development of the profession. ,The role advertising plays in the overall marketing communication. ,How the copywriter reads the brief, brief examples and analysis. ,Creative idea development - Brainstorming ,Persuasion Principles in advertising,Persuasion Principles in advertising- student presentations,Persuasion Principles in advertising- student presentations,Persuasion Principles in advertising- student presentations,Persuasion Principles in advertising- student presentations,Persuasion Principles in advertising- student presentations,Digital campaign writing II- Student Presentations,Persuasion Principles in advertising- student presentations. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 5.Design ads for different advertising channels, different audiences and different products. | 16, 9 | A, E |
| 1. Comprehend the fundementals of advertising | 10, 6, 9 | A, E, F |
| 2. Explain the charactersitics of advertising | 14, 16, 9 | A, E |
| 3. Create an advertising a particular brand | 16, 6, 9 | A, F |
| 4. Learn the techniques of writing text for different advertising media. | 16, 9 | A, E |
| 6. Develop skills in the field of creative writing | 16, 9 | A, E |
| Teaching Methods: | 10: Discussion Method, 14: Self Study Method, 16: Question - Answer Technique, 6: Experiential Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Meeting, general introduction to the course and sharing of course syllabus | Related reading |
| 2 | Creativity, Advertising, Copywriting Concepts | Related reading |
| 3 | Copywriters from past to present, from outside and from us. Development of the profession. | Related reading |
| 4 | The role advertising plays in the overall marketing communication. | Related reading |
| 5 | How the copywriter reads the brief, brief examples and analysis. | Related reading |
| 6 | Creative idea development - Brainstorming | Related reading |
| 7 | Persuasion Principles in advertising | Related reading |
| 8 | Persuasion Principles in advertising- student presentations | Related reading |
| 9 | Persuasion Principles in advertising- student presentations | Related reading |
| 10 | Persuasion Principles in advertising- student presentations | Related reading |
| 11 | Persuasion Principles in advertising- student presentations | Related reading |
| 12 | Persuasion Principles in advertising- student presentations | Related reading |
| 13 | Digital campaign writing II- Student Presentations | Related reading |
| 14 | Persuasion Principles in advertising- student presentations | Related reading |
| Resources |
| 1- Reklam Kuşakları- 1940’dan Günümüze Reklamcılık / Reklamcılık Vakfı yayınları 2- Hollywood Daha Beyaz Yıkar- Jacques Seguela / Afa yayınları 3- Masallar ve Gerçeklerle Reklamcılık- John Philip Jones / Media Cat Yayınları 4- Bir Koca Hayat- Mary Wells Lawrence / MediaCat yayınları 5. Jim Avery, Kampanya Planlaması, Reklamcılık Vakfı Yayınları |
| Müge Elden, Reklam Yazarlığı, İletişim Yayınları |
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. | X | |||||
| 4 | Carries out analyzes for institutions and prepares a communication plan in line with the needs of the institutions. | X | |||||
| 5 | Solve problems that arise in projects related to the field by taking responsibility when necessary. | X | |||||
| 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. | X | |||||
| 9 | Communicates verbally and in writing by using English at least at the European Language Portfolio B2 General Level. | X | |||||
| 10 | Uses new communication technologies effectively in professional and scientific studies and constantly follows the developments in new communication technologies. | X | |||||
| 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. | X | |||||
| 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. | ||||||
| 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 | 0 | 0 | 0 | |||
| Resolution of Homework Problems and Submission as a Report | 3 | 16 | 48 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 1 | 10 | 10 | |||
| Quiz | 0 | 0 | 0 | |||
| 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 |
|---|---|---|---|---|---|
| ADVERTISING COPYWRITING | - | Fall Semester | 2+1 | 2,5 | 5 |
| 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. 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 convey the importance of creativity and its usage in advertising, to teach the basic principles of finding the idea by using the thoughts effectively and to applly the idea into advertising text according to the media to be used |
| Course Content | This course contains; Meeting, general introduction to the course and sharing of course syllabus ,Creativity, Advertising, Copywriting Concepts ,Copywriters from past to present, from outside and from us. Development of the profession. ,The role advertising plays in the overall marketing communication. ,How the copywriter reads the brief, brief examples and analysis. ,Creative idea development - Brainstorming ,Persuasion Principles in advertising,Persuasion Principles in advertising- student presentations,Persuasion Principles in advertising- student presentations,Persuasion Principles in advertising- student presentations,Persuasion Principles in advertising- student presentations,Persuasion Principles in advertising- student presentations,Digital campaign writing II- Student Presentations,Persuasion Principles in advertising- student presentations. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 5.Design ads for different advertising channels, different audiences and different products. | 16, 9 | A, E |
| 1. Comprehend the fundementals of advertising | 10, 6, 9 | A, E, F |
| 2. Explain the charactersitics of advertising | 14, 16, 9 | A, E |
| 3. Create an advertising a particular brand | 16, 6, 9 | A, F |
| 4. Learn the techniques of writing text for different advertising media. | 16, 9 | A, E |
| 6. Develop skills in the field of creative writing | 16, 9 | A, E |
| Teaching Methods: | 10: Discussion Method, 14: Self Study Method, 16: Question - Answer Technique, 6: Experiential Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Meeting, general introduction to the course and sharing of course syllabus | Related reading |
| 2 | Creativity, Advertising, Copywriting Concepts | Related reading |
| 3 | Copywriters from past to present, from outside and from us. Development of the profession. | Related reading |
| 4 | The role advertising plays in the overall marketing communication. | Related reading |
| 5 | How the copywriter reads the brief, brief examples and analysis. | Related reading |
| 6 | Creative idea development - Brainstorming | Related reading |
| 7 | Persuasion Principles in advertising | Related reading |
| 8 | Persuasion Principles in advertising- student presentations | Related reading |
| 9 | Persuasion Principles in advertising- student presentations | Related reading |
| 10 | Persuasion Principles in advertising- student presentations | Related reading |
| 11 | Persuasion Principles in advertising- student presentations | Related reading |
| 12 | Persuasion Principles in advertising- student presentations | Related reading |
| 13 | Digital campaign writing II- Student Presentations | Related reading |
| 14 | Persuasion Principles in advertising- student presentations | Related reading |
| Resources |
| 1- Reklam Kuşakları- 1940’dan Günümüze Reklamcılık / Reklamcılık Vakfı yayınları 2- Hollywood Daha Beyaz Yıkar- Jacques Seguela / Afa yayınları 3- Masallar ve Gerçeklerle Reklamcılık- John Philip Jones / Media Cat Yayınları 4- Bir Koca Hayat- Mary Wells Lawrence / MediaCat yayınları 5. Jim Avery, Kampanya Planlaması, Reklamcılık Vakfı Yayınları |
| Müge Elden, Reklam Yazarlığı, İletişim Yayınları |
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. | X | |||||
| 4 | Carries out analyzes for institutions and prepares a communication plan in line with the needs of the institutions. | X | |||||
| 5 | Solve problems that arise in projects related to the field by taking responsibility when necessary. | X | |||||
| 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. | X | |||||
| 9 | Communicates verbally and in writing by using English at least at the European Language Portfolio B2 General Level. | X | |||||
| 10 | Uses new communication technologies effectively in professional and scientific studies and constantly follows the developments in new communication technologies. | X | |||||
| 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. | X | |||||
| 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. | ||||||
| 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 | |