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) | Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ |
| 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 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. | X | |||||
| 3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | X | |||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | ||||||
| 5 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 6 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 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. | X | |||||
| 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. | X | |||||
| 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. | X | |||||
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) | Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ |
| 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 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. | X | |||||
| 3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | X | |||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | ||||||
| 5 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 6 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 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. | X | |||||
| 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. | X | |||||
| 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. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |