Course Detail
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| INTRODUCTION to ADVERTISING | PR1238330 | 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 | Prof.Dr. Bilge KARAMEHMET ALTUNTAŞ |
| Name of Lecturer(s) | Assoc.Prof. Ezgi EYÜBOĞLU |
| Assistant(s) | Assoc. Prof. Yeşim Esgin |
| Aim | Although the effect of advertising has been controversial, there is still much more attention to advertising in terms of ability to reach out and touch target audiences. This course aims to introduce the advertising as an important promotion component for brands. Also it includes media of advertising and creation process of advertising. There is a 70% attendance requirement. |
| Course Content | This course contains; Meeting, general introduction to the course and sharing of course syllabus,What is advertising? What does advertising do? What makes advertising unique?,Marketing: Determining the type of advertising,The economic, social and regulatory aspects of advertising,The structure of advertising industry/The scope of advertising: From Local to Global,Creative Advertising and Creativity in Advertising,Mid Term Exam,The media of advertising: print, TV, radio, outdoor, cinema, digital(Above the line-below the line advertising),Advertising and consumer behavior: advertising models (Aida, Dagmar, etc.),Marketing & Consumer behavior: the foundations of advertising,Theories of learning in advertising,Determinants of advertising strategy,Creative Strategy in Advertising,Final Exam. |
| Course Learning Outcomes | Teaching Methods | Assessment Methods |
| 1. Learn about the meaning of advertising and differences btw other promotion tools. | 16, 9 | A, E |
| 2. Learn about the role of advertising in marketing mix. | 16, 6, 9 | A, E, F |
| 3. Know the how advertising works | 16, 6, 9 | A, E |
| 4. Be familiar about advertising industry both in the World and in Turkey. | 16, 6, 9 | A, F |
| 5. Examine advertising models and theories. | 16, 9 | A, E |
| 6. Find out determinants of advertising strategy. | 16, 9 | A, E |
| Teaching Methods: | 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 | What is advertising? What does advertising do? What makes advertising unique? | Related reading |
| 3 | Marketing: Determining the type of advertising | Related reading |
| 4 | The economic, social and regulatory aspects of advertising | Related reading |
| 5 | The structure of advertising industry/The scope of advertising: From Local to Global | Related reading |
| 6 | Creative Advertising and Creativity in Advertising | Related reading |
| 7 | Mid Term Exam | Related reading |
| 8 | The media of advertising: print, TV, radio, outdoor, cinema, digital(Above the line-below the line advertising) | Related reading |
| 9 | Advertising and consumer behavior: advertising models (Aida, Dagmar, etc.) | Related reading |
| 10 | Marketing & Consumer behavior: the foundations of advertising | Related reading |
| 11 | Theories of learning in advertising | Related reading |
| 12 | Determinants of advertising strategy | Related reading |
| 13 | Creative Strategy in Advertising | Related reading |
| 14 | Final Exam | Related reading |
| Resources |
| Arens, W.F. (2006). Contemporary Advertising, McGraw-Hill International Edition. Beigbeder, Frederic. 9.90. Doğan Kitap. 2000 Tungate, Mark. Reklamcılığın Global Tarihi. Mediacat Yayınları, 2007. Rutherford, Paul. Yeni İkonalar. Yky Yayınları,2000. Hopkins, Claude. Reklamcılık Yaşantım & Bilimsel Reklamcılık. YKY Yayınları, 2007. |
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 | PR1238330 | 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 | Prof.Dr. Bilge KARAMEHMET ALTUNTAŞ |
| Name of Lecturer(s) | Assoc.Prof. Ezgi EYÜBOĞLU |
| Assistant(s) | Assoc. Prof. Yeşim Esgin |
| Aim | Although the effect of advertising has been controversial, there is still much more attention to advertising in terms of ability to reach out and touch target audiences. This course aims to introduce the advertising as an important promotion component for brands. Also it includes media of advertising and creation process of advertising. There is a 70% attendance requirement. |
| Course Content | This course contains; Meeting, general introduction to the course and sharing of course syllabus,What is advertising? What does advertising do? What makes advertising unique?,Marketing: Determining the type of advertising,The economic, social and regulatory aspects of advertising,The structure of advertising industry/The scope of advertising: From Local to Global,Creative Advertising and Creativity in Advertising,Mid Term Exam,The media of advertising: print, TV, radio, outdoor, cinema, digital(Above the line-below the line advertising),Advertising and consumer behavior: advertising models (Aida, Dagmar, etc.),Marketing & Consumer behavior: the foundations of advertising,Theories of learning in advertising,Determinants of advertising strategy,Creative Strategy in Advertising,Final Exam. |
| Course Learning Outcomes | Teaching Methods | Assessment Methods |
| 1. Learn about the meaning of advertising and differences btw other promotion tools. | 16, 9 | A, E |
| 2. Learn about the role of advertising in marketing mix. | 16, 6, 9 | A, E, F |
| 3. Know the how advertising works | 16, 6, 9 | A, E |
| 4. Be familiar about advertising industry both in the World and in Turkey. | 16, 6, 9 | A, F |
| 5. Examine advertising models and theories. | 16, 9 | A, E |
| 6. Find out determinants of advertising strategy. | 16, 9 | A, E |
| Teaching Methods: | 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 | What is advertising? What does advertising do? What makes advertising unique? | Related reading |
| 3 | Marketing: Determining the type of advertising | Related reading |
| 4 | The economic, social and regulatory aspects of advertising | Related reading |
| 5 | The structure of advertising industry/The scope of advertising: From Local to Global | Related reading |
| 6 | Creative Advertising and Creativity in Advertising | Related reading |
| 7 | Mid Term Exam | Related reading |
| 8 | The media of advertising: print, TV, radio, outdoor, cinema, digital(Above the line-below the line advertising) | Related reading |
| 9 | Advertising and consumer behavior: advertising models (Aida, Dagmar, etc.) | Related reading |
| 10 | Marketing & Consumer behavior: the foundations of advertising | Related reading |
| 11 | Theories of learning in advertising | Related reading |
| 12 | Determinants of advertising strategy | Related reading |
| 13 | Creative Strategy in Advertising | Related reading |
| 14 | Final Exam | Related reading |
| Resources |
| Arens, W.F. (2006). Contemporary Advertising, McGraw-Hill International Edition. Beigbeder, Frederic. 9.90. Doğan Kitap. 2000 Tungate, Mark. Reklamcılığın Global Tarihi. Mediacat Yayınları, 2007. Rutherford, Paul. Yeni İkonalar. Yky Yayınları,2000. Hopkins, Claude. Reklamcılık Yaşantım & Bilimsel Reklamcılık. YKY Yayınları, 2007. |
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 | |