YARATICI REKLAM STRATEJİLERİ DERS TANITIM VE UYGULAMA BİLGİLERİ

Kodu	Dersin Adı	Yarıyıl	Süresi(T+U)	Kredisi	AKTS Kredisi
HIT330	YARATICI REKLAM STRATEJİLERİ	6	4	3	8

DERS BİLGİLERİ
Dersin Öğretim Dili :	Türkçe
Dersin Düzeyi	BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Dersin Türü	Zorunlu
Dersin Veriliş Şekli	-
Dersin Koordinatörü	Assoc.Prof. SARP BAĞCAN
Dersi Veren Öğretim Üyesi/Öğretim Görevlisi
Ders Ön Koşulu	Yok

AMAÇ VE İÇERİK
Amaç:	This course aims to provide the student with competence in order to create a creative strategy in the advertisement and to re-evaluate the knowledge about how to implement the creative strategy according to the media choice.
İçerik:	Contents of the course include the subjects as in definition of the concept of creativity, description of advertising content, explaining the approaches to advertising, analysis of commercial campaigns, analysis of social responsibility campaigns, listing of ad channels, advertising analysis.

DERSİN ÖĞRENME ÇIKTILARI (Öğrenciler, bu dersi başarı ile tamamladıklarında aşağıda belirtilen bilgi, beceri ve/veya yetkinlikleri gösterirler.)
List at least 3 of the features that a creative advertisement should have
Apply the stages of finding and presenting creative ideas on a subject.
Analyze the relationship between creativity, message, target audience, channel to use, timing concepts through a case study
Evaluate the components of creative advertising strategies through an example of an advertisement
Criticise an advertising project in accordance with creative advertising strategies

HAFTALIK DERS KONULARI VE ÖNGÖRÜLEN HAZIRLIK ÇALIŞMALARI
Hafta	Ön Hazırlık	Konular	Yöntem
1	Reading the related subject in the coursebook	Advertising, Ad Writing and Creativity	Lecture & Question and Answer
2	Reading the related subject in the coursebook	Personalty, Components of Creativity, Steps in Creativity	Lecture & Question and Answer
3	Reading the related subject in the coursebook	Creative Advertisement and Main Features	Lecture & Question and Answer
4	Reading the related subject in the coursebook	Strategy Concept and Creative Advertising	Lecture & Question and Answer
5	Reading the related subject in the coursebook	Creative Strategies in Advertising	Lecture & Question and Answer
6	Reading the related subject in the coursebook	Creative Idea Concept and Finding Creative Idea	Lecture & Question and Answer
7	Script Writing	Finding Creative Idea and Interactive Production	Practical Study
8	-	MID-TERM EXAM	-
9	Script Writing	Metaphor Concept and Creating Metaphor	Practical Study
10	Reading the related subject in the coursebook	Printed and Digital Advertisement Areas	Lecture & Question and Answer
11	Case Study	Examples for Printed and Digital Advertisement Areas	Case Study Analysis
12	Reading the related subject in the coursebook	Ads for Visuals and Audios	Lecture & Question and Answer
13	Samples	Award-winning Advertisements in Turkey and the World and Evaluating them	Lecture & Question and Answer
14	Creativity,design, application	Designing ads for different areas	Case Study Analysis
15	Creativity,design, application	Designing ads for different areas	Case Study Analysis
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

KAYNAKLAR
Uztuğ F.,Çınar, N.,Aktuğlu I., Özden,Ö.,Göksel, G. vd. REKLAMDA YARATICILIK VE YAZARLIK, A.Ö.F.
Uğur Batı, 4. Baskı, (2016). Reklamın Dili. Alfa Yayınla
Kocabas, F. Ve Elden, M. (1997). Reklam ve Yaratici Strateji, Yayınevi Publication
Burtenshaw, K., Barfoot, C., Mahon, N. (2014). Yaratici Reklamciligin Temelleri. Literatur Publications
Bell, J. A. (1992). Creativity, TV commercial popularity, and advertising expenditures. International journal of advertising, 11(2): 165-172
McStay, A. (2013). Creativity and advertising: Affect, events and process. Routledge.
Reinartz, W. ve Saffert, P. (2013). Creativity in advertising: When it works and when it doesn’t. Harvard Business Review, 91(6): 106-111.

ÖLÇME VE DEĞERLENDİRME
Yarıyıl İçi Yapılan Çalışmaların Ölçme ve Değerlendirmesi	Etkinlik Sayısı	Katkı Yüzdesi	Açıklama

(0) Etkisiz	(1) En Düşük	(2) Düşük	(3) Orta	(4) İyi	(5) Çok İyi
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Describe basic communication theories with the knowledge gained in public relations and publicity.		1
2	List the main features of communication in items.			2
3	Interpret the basic characteristics of communication and create a creative solution to ensure reconciliation in an existing communication problem.		1

KNOWLEDGE
Factual
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Use the basic information in the field of Public Relations and Publicity in interdisciplinary studies.		1
2	Evaluate the knowledge related to social and natural sciences and produce projects in professional life.		1
3	Tell the basic concepts of public relations and advertising in detail.				3

SKILLS
Cognitive
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Analyze and evaluate social events at national and international level in the light of current debates.			2
2	Use the leadership, communication and presentation skills in occupational events.				3

SKILLS
Practical
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Follow the innovations in the field of communication and important written and oral communication tools related to the field.				3
2	Write press releases for the purpose of introducing the institution he/she works at or owns.		1
3	Create communication programs within the public relations and advertising campaign.						5

OCCUPATIONAL
Autonomy & Responsibility
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Use published domestic and foreign data sources related to public relations and advertising in the field of communication and communication area in his / her own works such as articles and projects.						5

OCCUPATIONAL
Learning to Learn
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Evaluate the planning processes of past communication programs, public relations and advertising practices.						5

OCCUPATIONAL
Communication & Social
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Use communication techniques in the right place, environment and time.					4

OCCUPATIONAL
Occupational and/or Vocational
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Plan communication programs in the awareness of ethical values in the professional work.						5

DERSİN İŞ YÜKÜ VE AKTS KREDİSİ
Öğrenme-Öğretme Etkinlikleri İş Yükü
Öğrenme-Öğretme Etkinlikleri	Etkinlik(hafta sayısı)	Süresi(saat sayısı)	Toplam İş Yükü
Lecture & In-Class Activities	14	4	56
Preliminary & Further Study	14	3	42
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	9	4	36
Assignment (Homework)	0	0	0
Project Work	0	0	0
Seminar	0	0	0
Internship	0	0	0
Technical Visit	0	0	0
Web Based Learning	0	0	0
Implementation/Application/Practice	2	30	60
Practice at a workplace	0	0	0
Occupational Activity	0	0	0
Social Activity	0	0	0
Thesis Work	0	0	0
Field Study	0	0	0
Report Writing	0	0	0
Final Exam	1	1	1
Preparation for the Final Exam	1	5	5
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	1	3	3
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	43	0	204