Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| PRINCIPLES of ADVERTISING | HİT1277490 | Spring Semester | 3+0 | 3 | 5 |
| Course Program | Çarşamba 11:00-11:45 Çarşamba 12:00-12:45 Çarşamba 12:45-13:30 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Short Cycle (Associate's Degree) |
| Course Type | Required |
| Course Coordinator | Lect. Sonıa LOTFI |
| Name of Lecturer(s) | Lect. İsnur İnci ARMUTLU |
| Assistant(s) | |
| Aim | To make students have the ability to plan an advertising campaign rationally with its various steps by learning basic concepts about advertising, tools, processes, organizations and new tendencies. |
| Course Content | This course contains; Introduction of the course, the scope, the reason, the importance, rules and requirements, basic concepts, communication, marketing communication and basic concepts about advertising,Relationships with advertising with other fields: marketing and advertising, economy and advertising, law and advertising, sociology and advertising, psychology and advertising, social psychology and advertising, anthropology and advertising, statistics and advertising, art and advertising, countries and advertising schools: USA, England, France, Germany, Japan, Turkey,Advertising media and its features, broadcasting advertising media, radio, TV, printed advertising media, newspaper, magazine, direct mailing and other advertising materials,Outdoor advertising media, transit advertising media, internet sales place, advertising aplications, cinema,Functioning process of advertising, traditional, effect models, AIDA model, NAIDAS model, DAGMAR model, Hierarchy of effects model, adoption of the innovations model, information cultivation model, Affinity based models, Low affinity learning model, FCB Grid, Rossiter and Percy Grid, Possibility of detailing model,Advertising campaign concept, advertising campaign steps, situation analyse,Levels of advertising campaign, determination of the advertising targets, determination of the message strategy,Levels of advertising campaign, determination of media planning strategy, determination of advertising budget, levels of advertising campaign, measurement of advertising effectiveness,Midterm Exam,New tendencies in advertising, International and global advertising, corporate social responsibility campaigns and corporate advertising, E-marketing and advertising, verbal marketing and advertising, Permitted marketing and advertising, mobile trade/mobile marketing and advertising,New tendencies in advertising, advergaming, relational marketing, experimental marketing, entertainment marketing, green marketing, guerrilla marketing,Organizations related to advertising, advertising agencies, media agencies,National and international sectoral organizations related to advertising,Ethic and supervision mechanisms in advertising, concept of ethic and ethic in advertising, related supervision mechanisms in advertising,Final Exam. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1-Students will be able to comprehend the importance of advertising from the point of marketing communication | 20, 4, 9 | A |
| 2-Students will be able to know advertising media | 10, 13, 19, 37, 6, 9 | A |
| 3-Students will be able to plan advertising campaign | 13, 19, 5 | A |
| 4-Students will be able to aware of the new tendencies in advertising | 13, 16, 19, 20, 9 | A |
| 5-Students will be able to know the relevant organizations in advertising | 14, 16, 37, 9 | A |
| 6-Students will be able to follow the periodical and non-periodicals | 14, 16, 23, 37, 9 | A |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 19: Brainstorming Technique, 20: Reverse Brainstorming Technique, 23: Concept Map Technique, 37: Computer-Internet Supported Instruction, 4: Inquiry-Based Learning, 5: Cooperative Learning, 6: Experiential Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction of the course, the scope, the reason, the importance, rules and requirements, basic concepts, communication, marketing communication and basic concepts about advertising | |
| 2 | Relationships with advertising with other fields: marketing and advertising, economy and advertising, law and advertising, sociology and advertising, psychology and advertising, social psychology and advertising, anthropology and advertising, statistics and advertising, art and advertising, countries and advertising schools: USA, England, France, Germany, Japan, Turkey | |
| 3 | Advertising media and its features, broadcasting advertising media, radio, TV, printed advertising media, newspaper, magazine, direct mailing and other advertising materials | |
| 4 | Outdoor advertising media, transit advertising media, internet sales place, advertising aplications, cinema | |
| 5 | Functioning process of advertising, traditional, effect models, AIDA model, NAIDAS model, DAGMAR model, Hierarchy of effects model, adoption of the innovations model, information cultivation model, Affinity based models, Low affinity learning model, FCB Grid, Rossiter and Percy Grid, Possibility of detailing model | |
| 6 | Advertising campaign concept, advertising campaign steps, situation analyse | |
| 7 | Levels of advertising campaign, determination of the advertising targets, determination of the message strategy | |
| 8 | Levels of advertising campaign, determination of media planning strategy, determination of advertising budget, levels of advertising campaign, measurement of advertising effectiveness | |
| 9 | Midterm Exam | |
| 10 | New tendencies in advertising, International and global advertising, corporate social responsibility campaigns and corporate advertising, E-marketing and advertising, verbal marketing and advertising, Permitted marketing and advertising, mobile trade/mobile marketing and advertising | |
| 11 | New tendencies in advertising, advergaming, relational marketing, experimental marketing, entertainment marketing, green marketing, guerrilla marketing | |
| 12 | Organizations related to advertising, advertising agencies, media agencies | |
| 13 | National and international sectoral organizations related to advertising | |
| 14 | Ethic and supervision mechanisms in advertising, concept of ethic and ethic in advertising, related supervision mechanisms in advertising | |
| 15 | Final Exam |
| Resources |
| Dr. Müge Elden, Reklam ve Reklamcılık, Sav Yayınları İstanbul 2013, ISBN 9754688085 |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Know the basic concepts of Public Relations and Publicity disciplines and the basic theories of these disciplines. | X | |||||
| 2 | Public Relations and Publicity These data can be analyzed in various dimensions. | X | |||||
| 3 | It uses expert knowledge and participates in decision-making mechanisms of enterprises. It identifies the problems encountered and suggests a solution. | X | |||||
| 4 | It analyzes the institutions and prepares a communication plan in line with the needs of the institutions. | X | |||||
| 5 | It can solve the problems caused by taking responsibility when necessary in projects related to the field. | X | |||||
| 6 | They can participate in an organization set up for field-related projects, lead the project, manage operational plans and processes. | X | |||||
| 7 | Analyzes the theoretical and factual problems of Public Relations and Publicity disciplines and subdisciplines with scientific methods and analyzes the findings. | X | |||||
| 8 | As a principle, it adopts the principle of life-long learning. They follow developments, innovations, ideas, methods and changes in their field and use them effectively in their own work. | X | |||||
| 9 | Uses fluent and correct Turkology in scientific and professional researches. At least one foreign language can read and understand. | X | |||||
| 10 | Uses new communication technologies in their professional and scientific work and constantly monitor developments in new communication technologies. | X | |||||
| 11 | Acts in ethical codes in professional and scientific researches. | X | |||||
| 12 | The universality of social rights, social justice, quality and cultural values, and the protection of the environment, have a consciousness of people and society | 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 | 4 | 16 | 64 | |||
| Resolution of Homework Problems and Submission as a Report | 0 | 0 | 0 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 0 | 0 | 0 | |||
| Quiz | 2 | 6 | 12 | |||
| Midterm Exam | 1 | 10 | 10 | |||
| General Exam | 1 | 12 | 12 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 140 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(140/30) | 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 |
|---|---|---|---|---|---|
| PRINCIPLES of ADVERTISING | HİT1277490 | Spring Semester | 3+0 | 3 | 5 |
| Course Program | Çarşamba 11:00-11:45 Çarşamba 12:00-12:45 Çarşamba 12:45-13:30 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Short Cycle (Associate's Degree) |
| Course Type | Required |
| Course Coordinator | Lect. Sonıa LOTFI |
| Name of Lecturer(s) | Lect. İsnur İnci ARMUTLU |
| Assistant(s) | |
| Aim | To make students have the ability to plan an advertising campaign rationally with its various steps by learning basic concepts about advertising, tools, processes, organizations and new tendencies. |
| Course Content | This course contains; Introduction of the course, the scope, the reason, the importance, rules and requirements, basic concepts, communication, marketing communication and basic concepts about advertising,Relationships with advertising with other fields: marketing and advertising, economy and advertising, law and advertising, sociology and advertising, psychology and advertising, social psychology and advertising, anthropology and advertising, statistics and advertising, art and advertising, countries and advertising schools: USA, England, France, Germany, Japan, Turkey,Advertising media and its features, broadcasting advertising media, radio, TV, printed advertising media, newspaper, magazine, direct mailing and other advertising materials,Outdoor advertising media, transit advertising media, internet sales place, advertising aplications, cinema,Functioning process of advertising, traditional, effect models, AIDA model, NAIDAS model, DAGMAR model, Hierarchy of effects model, adoption of the innovations model, information cultivation model, Affinity based models, Low affinity learning model, FCB Grid, Rossiter and Percy Grid, Possibility of detailing model,Advertising campaign concept, advertising campaign steps, situation analyse,Levels of advertising campaign, determination of the advertising targets, determination of the message strategy,Levels of advertising campaign, determination of media planning strategy, determination of advertising budget, levels of advertising campaign, measurement of advertising effectiveness,Midterm Exam,New tendencies in advertising, International and global advertising, corporate social responsibility campaigns and corporate advertising, E-marketing and advertising, verbal marketing and advertising, Permitted marketing and advertising, mobile trade/mobile marketing and advertising,New tendencies in advertising, advergaming, relational marketing, experimental marketing, entertainment marketing, green marketing, guerrilla marketing,Organizations related to advertising, advertising agencies, media agencies,National and international sectoral organizations related to advertising,Ethic and supervision mechanisms in advertising, concept of ethic and ethic in advertising, related supervision mechanisms in advertising,Final Exam. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1-Students will be able to comprehend the importance of advertising from the point of marketing communication | 20, 4, 9 | A |
| 2-Students will be able to know advertising media | 10, 13, 19, 37, 6, 9 | A |
| 3-Students will be able to plan advertising campaign | 13, 19, 5 | A |
| 4-Students will be able to aware of the new tendencies in advertising | 13, 16, 19, 20, 9 | A |
| 5-Students will be able to know the relevant organizations in advertising | 14, 16, 37, 9 | A |
| 6-Students will be able to follow the periodical and non-periodicals | 14, 16, 23, 37, 9 | A |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 19: Brainstorming Technique, 20: Reverse Brainstorming Technique, 23: Concept Map Technique, 37: Computer-Internet Supported Instruction, 4: Inquiry-Based Learning, 5: Cooperative Learning, 6: Experiential Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction of the course, the scope, the reason, the importance, rules and requirements, basic concepts, communication, marketing communication and basic concepts about advertising | |
| 2 | Relationships with advertising with other fields: marketing and advertising, economy and advertising, law and advertising, sociology and advertising, psychology and advertising, social psychology and advertising, anthropology and advertising, statistics and advertising, art and advertising, countries and advertising schools: USA, England, France, Germany, Japan, Turkey | |
| 3 | Advertising media and its features, broadcasting advertising media, radio, TV, printed advertising media, newspaper, magazine, direct mailing and other advertising materials | |
| 4 | Outdoor advertising media, transit advertising media, internet sales place, advertising aplications, cinema | |
| 5 | Functioning process of advertising, traditional, effect models, AIDA model, NAIDAS model, DAGMAR model, Hierarchy of effects model, adoption of the innovations model, information cultivation model, Affinity based models, Low affinity learning model, FCB Grid, Rossiter and Percy Grid, Possibility of detailing model | |
| 6 | Advertising campaign concept, advertising campaign steps, situation analyse | |
| 7 | Levels of advertising campaign, determination of the advertising targets, determination of the message strategy | |
| 8 | Levels of advertising campaign, determination of media planning strategy, determination of advertising budget, levels of advertising campaign, measurement of advertising effectiveness | |
| 9 | Midterm Exam | |
| 10 | New tendencies in advertising, International and global advertising, corporate social responsibility campaigns and corporate advertising, E-marketing and advertising, verbal marketing and advertising, Permitted marketing and advertising, mobile trade/mobile marketing and advertising | |
| 11 | New tendencies in advertising, advergaming, relational marketing, experimental marketing, entertainment marketing, green marketing, guerrilla marketing | |
| 12 | Organizations related to advertising, advertising agencies, media agencies | |
| 13 | National and international sectoral organizations related to advertising | |
| 14 | Ethic and supervision mechanisms in advertising, concept of ethic and ethic in advertising, related supervision mechanisms in advertising | |
| 15 | Final Exam |
| Resources |
| Dr. Müge Elden, Reklam ve Reklamcılık, Sav Yayınları İstanbul 2013, ISBN 9754688085 |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Know the basic concepts of Public Relations and Publicity disciplines and the basic theories of these disciplines. | X | |||||
| 2 | Public Relations and Publicity These data can be analyzed in various dimensions. | X | |||||
| 3 | It uses expert knowledge and participates in decision-making mechanisms of enterprises. It identifies the problems encountered and suggests a solution. | X | |||||
| 4 | It analyzes the institutions and prepares a communication plan in line with the needs of the institutions. | X | |||||
| 5 | It can solve the problems caused by taking responsibility when necessary in projects related to the field. | X | |||||
| 6 | They can participate in an organization set up for field-related projects, lead the project, manage operational plans and processes. | X | |||||
| 7 | Analyzes the theoretical and factual problems of Public Relations and Publicity disciplines and subdisciplines with scientific methods and analyzes the findings. | X | |||||
| 8 | As a principle, it adopts the principle of life-long learning. They follow developments, innovations, ideas, methods and changes in their field and use them effectively in their own work. | X | |||||
| 9 | Uses fluent and correct Turkology in scientific and professional researches. At least one foreign language can read and understand. | X | |||||
| 10 | Uses new communication technologies in their professional and scientific work and constantly monitor developments in new communication technologies. | X | |||||
| 11 | Acts in ethical codes in professional and scientific researches. | X | |||||
| 12 | The universality of social rights, social justice, quality and cultural values, and the protection of the environment, have a consciousness of people and society | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |