Course Detail
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 | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ |
| Name of Lecturer(s) | Lect. Sema SEZER |
| Assistant(s) | Assoc. Prof. Dr. Bilge KARAMEHMET ALTUNTAŞ |
| Aim | The aim of this course is to make the idea effective, to find the idea of advertising and to make the idea suitable, to teach advertising writing techniques. |
| Course Content | This course contains; Meet, what is advertising, what is a copywriting, who is the author of the ad?,Advertising writers from yesterday to today, from outside and from us. Development of profession. ,It is possible to read by writing advertising, correct use of Turkish. , Advertising author how to read the brifi, brid types and analysis. ,Copywriter, poetry and literature. ,Advertising film writing, scenario techniques. , Copywriter and cinema. , Ad production according to the media. ,Differences between commercial media and digital media. ,What is the current ad? ,He played the marketing of advertising. , Radio, advertisement and film writing I- Student Presentations. ,Digital Campaign Writing II- Student Presentations. ,Advertising campaign writing III- Student Presentations. . |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 5.Plan an advertising writing process. | 16, 9 | A, F |
| 1. Learn the techniques of writing text for different advertising media. | 14, 16, 19, 4, 9 | A, E |
| 2. Create ads for different advertising channels, different audiences and different products. | 16, 9 | A |
| 3. Develop skills in the field of creative writing | 16, 9 | A, E |
| 4. Apply the process of advertising writing in advertising agencies. | 16, 9 | A, E |
| Teaching Methods: | 14: Self Study Method, 16: Question - Answer Technique, 19: Brainstorming Technique, 4: Inquiry-Based Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Meet, what is advertising, what is a copywriting, who is the author of the ad? | Related reading |
| 2 | Advertising writers from yesterday to today, from outside and from us. Development of profession. | Related reading |
| 3 | It is possible to read by writing advertising, correct use of Turkish. | Related reading |
| 4 | Advertising author how to read the brifi, brid types and analysis. | Related reading |
| 5 | Copywriter, poetry and literature. | Related reading |
| 6 | Advertising film writing, scenario techniques. | Related reading |
| 7 | Copywriter and cinema. | Related reading |
| 8 | Ad production according to the media. | Related reading |
| 9 | Differences between commercial media and digital media. | Related reading |
| 10 | What is the current ad? | Related reading |
| 11 | He played the marketing of advertising. | Related reading |
| 12 | Radio, advertisement and film writing I- Student Presentations. | Related reading |
| 13 | Digital Campaign Writing II- Student Presentations. | Related reading |
| 14 | Advertising campaign writing III- Student Presentations. | Related reading |
| Resources |
| 1- Dan and Chip Heath, Made to stick, Why some ideas survive and others die 2- Joseph Sugarman, The Adweek Copywriting Handbook |
| John Caples, Tested Advertising Methods (5th Edition) (Prentice Hall Business Classics) 5th Edition |
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 and theoretical grounds related to the field. | X | |||||
| 2 | Determines the facts related to Public Relations and Advertising and analyzes these facts with various dimensions. | ||||||
| 3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | ||||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | X | |||||
| 5 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | ||||||
| 6 | Takes place as a member in a project-based teamwork; leads projects and plans events. | ||||||
| 7 | Observes the theoretical and factual problems with scientific methods related to Public Relations and Advertising disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications. | ||||||
| 8 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | ||||||
| 9 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
| 10 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | ||||||
| 11 | Communicates verbally and in writing using a foreign language at least at the European Language Portfolio B1 General level. | ||||||
| 12 | Acts in accordance with ethical codes in professional and scientific works. | ||||||
| 13 | Plans social responsibility events and takes a role in implementation process. | ||||||
| 14 | Performs the measurement and evaluation of 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. | ||||||
| 17 | Implements public relations and advertising campaigns in public and private companies using the methods and techniques related to the field. | ||||||
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 | 5 | 70 | |||
| Resolution of Homework Problems and Submission as a Report | 5 | 3 | 15 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 0 | 0 | 0 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 11 | 11 | |||
| General Exam | 1 | 12 | 12 | |||
| 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 | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ |
| Name of Lecturer(s) | Lect. Sema SEZER |
| Assistant(s) | Assoc. Prof. Dr. Bilge KARAMEHMET ALTUNTAŞ |
| Aim | The aim of this course is to make the idea effective, to find the idea of advertising and to make the idea suitable, to teach advertising writing techniques. |
| Course Content | This course contains; Meet, what is advertising, what is a copywriting, who is the author of the ad?,Advertising writers from yesterday to today, from outside and from us. Development of profession. ,It is possible to read by writing advertising, correct use of Turkish. , Advertising author how to read the brifi, brid types and analysis. ,Copywriter, poetry and literature. ,Advertising film writing, scenario techniques. , Copywriter and cinema. , Ad production according to the media. ,Differences between commercial media and digital media. ,What is the current ad? ,He played the marketing of advertising. , Radio, advertisement and film writing I- Student Presentations. ,Digital Campaign Writing II- Student Presentations. ,Advertising campaign writing III- Student Presentations. . |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 5.Plan an advertising writing process. | 16, 9 | A, F |
| 1. Learn the techniques of writing text for different advertising media. | 14, 16, 19, 4, 9 | A, E |
| 2. Create ads for different advertising channels, different audiences and different products. | 16, 9 | A |
| 3. Develop skills in the field of creative writing | 16, 9 | A, E |
| 4. Apply the process of advertising writing in advertising agencies. | 16, 9 | A, E |
| Teaching Methods: | 14: Self Study Method, 16: Question - Answer Technique, 19: Brainstorming Technique, 4: Inquiry-Based Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Meet, what is advertising, what is a copywriting, who is the author of the ad? | Related reading |
| 2 | Advertising writers from yesterday to today, from outside and from us. Development of profession. | Related reading |
| 3 | It is possible to read by writing advertising, correct use of Turkish. | Related reading |
| 4 | Advertising author how to read the brifi, brid types and analysis. | Related reading |
| 5 | Copywriter, poetry and literature. | Related reading |
| 6 | Advertising film writing, scenario techniques. | Related reading |
| 7 | Copywriter and cinema. | Related reading |
| 8 | Ad production according to the media. | Related reading |
| 9 | Differences between commercial media and digital media. | Related reading |
| 10 | What is the current ad? | Related reading |
| 11 | He played the marketing of advertising. | Related reading |
| 12 | Radio, advertisement and film writing I- Student Presentations. | Related reading |
| 13 | Digital Campaign Writing II- Student Presentations. | Related reading |
| 14 | Advertising campaign writing III- Student Presentations. | Related reading |
| Resources |
| 1- Dan and Chip Heath, Made to stick, Why some ideas survive and others die 2- Joseph Sugarman, The Adweek Copywriting Handbook |
| John Caples, Tested Advertising Methods (5th Edition) (Prentice Hall Business Classics) 5th Edition |
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 and theoretical grounds related to the field. | X | |||||
| 2 | Determines the facts related to Public Relations and Advertising and analyzes these facts with various dimensions. | ||||||
| 3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | ||||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | X | |||||
| 5 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | ||||||
| 6 | Takes place as a member in a project-based teamwork; leads projects and plans events. | ||||||
| 7 | Observes the theoretical and factual problems with scientific methods related to Public Relations and Advertising disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications. | ||||||
| 8 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | ||||||
| 9 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
| 10 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | ||||||
| 11 | Communicates verbally and in writing using a foreign language at least at the European Language Portfolio B1 General level. | ||||||
| 12 | Acts in accordance with ethical codes in professional and scientific works. | ||||||
| 13 | Plans social responsibility events and takes a role in implementation process. | ||||||
| 14 | Performs the measurement and evaluation of 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. | ||||||
| 17 | Implements public relations and advertising campaigns in public and private companies using the methods and techniques related to the field. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |