This course will provide students understand advertising models and advertising strategies.
Course Content
This course contains; Strategical approaches to advertising,Determining strategy,AIDA AND DAGMAR MODELS,MASLOW'S MODEL,DAVID BERNSTEIN'S MODEL,DAGMAR AND EHRENBERG MODELS,HYERARCHY OF EFFECTS MODEL,Cialdini Model- Persuasion Model,Product Life Cycle Model,Case studies on advertising models and strategies- student presentations,Case studies on advertising models and strategies- student presentations,Case studies on advertising models and strategies- student presentations,Case studies on advertising models and strategies- student presentations,Case studies on advertising models and strategies- student presentations.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1. Explain the advertising model and strategies.
12, 13, 9
C
2. Evaluate advertising model and strategies.
13, 16, 9
A
3. Define advertising models
12, 14, 9
A
4. Define advertising strategies
14, 16, 9
A
5. Exemplify the methods of ensuring advertising
12, 13, 16, 9
A
Teaching Methods:
12: Problem Solving Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam, C: Multiple-Choice Exam
Course Outline
Order
Subjects
Preliminary Work
1
Strategical approaches to advertising
Related reading
2
Determining strategy
Related reading
3
AIDA AND DAGMAR MODELS
Related reading
4
MASLOW'S MODEL
Related reading
5
DAVID BERNSTEIN'S MODEL
Related reading
6
DAGMAR AND EHRENBERG MODELS
Related reading
7
HYERARCHY OF EFFECTS MODEL
Related reading
8
Cialdini Model- Persuasion Model
Related reading
9
Product Life Cycle Model
Related reading
10
Case studies on advertising models and strategies- student presentations
Related reading
11
Case studies on advertising models and strategies- student presentations
Related reading
12
Case studies on advertising models and strategies- student presentations
Related reading
13
Case studies on advertising models and strategies- student presentations
Related reading
14
Case studies on advertising models and strategies- student presentations
Related reading
Resources
Aksoy, Atilla, Yeni Reklamcılık, İstanbul Bilgi Üniversitesi Yayınları
Jones, John Philip, Masallar ve Gerçeklerle Reklamcılık, MediaCat Kitapları
Borça, Güven, Reklamlardan Sonra, MediaCat Kitapları
Hopkins, Claude, Reklamcılık Yaşantım ve Bilimsel Reklamcılık, Yapı Kredi 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 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.
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.
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.
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.
X
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
0
0
0
Resolution of Homework Problems and Submission as a Report
3
6
18
Term Project
0
0
0
Presentation of Project / Seminar
2
10
20
Quiz
2
10
20
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 MODELS and STRATEGIES
-
Fall Semester
3+0
3
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)
Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ
Assistant(s)
Assoc. Prof. Dr. Bilge Karamehmet Altuntaş
Aim
This course will provide students understand advertising models and advertising strategies.
Course Content
This course contains; Strategical approaches to advertising,Determining strategy,AIDA AND DAGMAR MODELS,MASLOW'S MODEL,DAVID BERNSTEIN'S MODEL,DAGMAR AND EHRENBERG MODELS,HYERARCHY OF EFFECTS MODEL,Cialdini Model- Persuasion Model,Product Life Cycle Model,Case studies on advertising models and strategies- student presentations,Case studies on advertising models and strategies- student presentations,Case studies on advertising models and strategies- student presentations,Case studies on advertising models and strategies- student presentations,Case studies on advertising models and strategies- student presentations.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1. Explain the advertising model and strategies.
12, 13, 9
C
2. Evaluate advertising model and strategies.
13, 16, 9
A
3. Define advertising models
12, 14, 9
A
4. Define advertising strategies
14, 16, 9
A
5. Exemplify the methods of ensuring advertising
12, 13, 16, 9
A
Teaching Methods:
12: Problem Solving Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam, C: Multiple-Choice Exam
Course Outline
Order
Subjects
Preliminary Work
1
Strategical approaches to advertising
Related reading
2
Determining strategy
Related reading
3
AIDA AND DAGMAR MODELS
Related reading
4
MASLOW'S MODEL
Related reading
5
DAVID BERNSTEIN'S MODEL
Related reading
6
DAGMAR AND EHRENBERG MODELS
Related reading
7
HYERARCHY OF EFFECTS MODEL
Related reading
8
Cialdini Model- Persuasion Model
Related reading
9
Product Life Cycle Model
Related reading
10
Case studies on advertising models and strategies- student presentations
Related reading
11
Case studies on advertising models and strategies- student presentations
Related reading
12
Case studies on advertising models and strategies- student presentations
Related reading
13
Case studies on advertising models and strategies- student presentations
Related reading
14
Case studies on advertising models and strategies- student presentations
Related reading
Resources
Aksoy, Atilla, Yeni Reklamcılık, İstanbul Bilgi Üniversitesi Yayınları
Jones, John Philip, Masallar ve Gerçeklerle Reklamcılık, MediaCat Kitapları
Borça, Güven, Reklamlardan Sonra, MediaCat Kitapları
Hopkins, Claude, Reklamcılık Yaşantım ve Bilimsel Reklamcılık, Yapı Kredi 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 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.
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.
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.
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.
X
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.
