TR EN

INTRODUCTION TO ADVERTISING PROGRAMME COURSE DESCRIPTION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
HIT104 INTRODUCTION TO ADVERTISING 2 3 3 6

GENERAL INFORMATION

Language of Instruction : Turkish
Level of the Course Unit : BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course : Compulsory
Mode of Delivery of the Course Unit Face to face
Coordinator of the Course Unit Assoc.Prof.Dr. ŞÜKRAN GÜZİN ILICAK AYDINALP
Instructor(s) of the Course Unit

OBJECTIVES AND CONTENTS

Objectives of the Course Unit: This course aims to explain the advertising planning process and the objectives of the advertisement by drawing a general framework on the concept of advertising and through examples.
Contents of the Course Unit: Contents of the course include the subjects as in memorizing the properties of advertising, memorizing the functions of advertising, classification of advertisements, discussion of the effects of advertising, sampling of advertising.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)

Tell the purpose of advertising campaigns.
List at least 3 of the main objectives of the advertisement.
Tell the steps of the advertising campaign by means of a case study.
Summarize accurately the importance of the concept of advertising in integrated marketing.
Compare advertising images by basing on the features of outdoor advertising.
Explain the development process of advertising concept and its relationship with other fields.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY

Week Preparatory Topics(Subjects) Method
1 Reading the related subject in the coursebook Communication, marketing and advertising Lecture & Question and Answer
2 Reading the related subject in the coursebook Brand, new consumption trends and advertising Lecture & Question and Answer
3 Reading the related subject in the coursebook Goals In Advertising And Relations Of It With Other Disciplines Lecture & Question and Answer
4 Reading the related subject in the coursebook Classification Of Advertisement In Accordance With Target Market And Advertising Environments Lecture & Question and Answer
5 Reading the related subject in the coursebook Demographic, Socio-Cultural Ve Psychological Factors And Advertising Lecture & Question and Answer
6 Reading the related subject in the coursebook Campaign Concept And Importance Of Creativity Lecture & Question and Answer
7 Reading the related subject in the coursebook Creative Strategies Used In Advertising Campaigns Lecture & Question and Answer
8 - MID-TERM EXAM -
9 Reading the related subject in the coursebook Campaign Goals, Strategy And Budget Lecture & Question and Answer
10 Reading the related subject in the coursebook Measure Of Advertising Efficiency And Evaluation Lecture & Question and Answer
11 Reading the related subject in the coursebook Advertising Institutions And Organizations Lecture & Question and Answer
12 Reading the related subject in the coursebook Award-Winning Advertisements In Turkey And The World Lecture & Question and Answer
13 Literature Review Case Study Advertisements In Several Medias Lecture & Question and Answer & Case Study Analysis
14 Literature Review Case Study Advertisements In Several Medias Lecture & Question and Answer & Case Study Analysis
15 Literature Review Case Study Advertisements In Several Medias Lecture & Question and Answer & Case Study Analysis
16 - FINAL EXAM -
17 - FINAL EXAM -

SOURCE MATERIALS & RECOMMENDED READING

Elden M. (2016). Reklam ve Reklamcilik. Istanbul: Say Publications
Babur Tosun, N. (2018). Reklam Yonetimi. Istanbul: Beta Publications
Brewster, A. J., & Palmer, H. H. (2001). Introduction to advertising. The Minerva Group, Inc..
Jugenheimer, D. W., Kelley, L. D., Hudson, J., Bradley, S. (2015). Advertising and public relations research. Routledge.
Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., Spence-Stone, R. (2014). Advertising: Principles and practice. Pearson Australia.

ASSESSMENT

Assessment & Grading of In-Term Activities Number of Activities Degree of Contribution (%) Description
Level of Contribution
0 1 2 3 4 5

CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES

KNOWLEDGE

Theoretical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Describe basic communication theories with the knowledge gained in public relations and publicity.
3
2
List the main features of communication in items.
3
3
Interpret the basic characteristics of communication and create a creative solution to ensure reconciliation in an existing communication problem.
3

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
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.
5

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Analyze and evaluate social events at national and international level in the light of current debates.
1
2
Use the leadership, communication and presentation skills in occupational events.
3

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
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.
2
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.
4

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
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.
4

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Evaluate the planning processes of past communication programs, public relations and advertising practices.
4

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use communication techniques in the right place, environment and time.
3

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Plan communication programs in the awareness of ethical values in the professional work.
1

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT

Workload for Learning & Teaching Activities

Type of the Learning Activites Learning Activities (# of week) Duration (hours, h) Workload (h)
Lecture & In-Class Activities 14 3 42
Preliminary & Further Study 14 3 42
Land Surveying 0 0 0
Group Work 0 0 0
Laboratory 0 0 0
Reading 14 4 56
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 0 0 0
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 6 6
Mid-Term Exam 1 1 1
Preparation for the Mid-Term Exam 1 5 5
Short Exam 0 0 0
Preparation for the Short Exam 0 0 0
TOTAL 46 0 153
Total Workload of the Course Unit 153
Workload (h) / 25.5 6
ECTS Credits allocated for the Course Unit 6,0