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CREATIVE ADVERTISING STRATEGIES PROGRAMME COURSE DESCRIPTION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
HIT330 CREATIVE ADVERTISING STRATEGIES 6 4 3 8

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 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.
Contents of the Course Unit: 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.

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

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

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY

Week Preparatory Topics(Subjects) Method
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 Ad Writing for Visuals and Audios Lecture & Question and Answer
13 Reading the related subject in the coursebook Presenting the Creative Idea Lecture & Question and Answer
14 Case Study Award-winning Advertisements in Turkey and the World and Evaluating them Case Study Analysis
15 Case Study Advertisements Analysis Case Study Analysis
16 - FINAL EXAM -
17 - FINAL EXAM -

SOURCE MATERIALS & RECOMMENDED READING

Kocabas, F. Ve Elden, M. (1997). Reklam ve Yaratici Strateji, Yayınevi Publications
Burtenshaw, K., Barfoot, C., Mahon, N. (2014). Yaratici Reklamciligin Temelleri. Literatur Publications
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.
Bell, J. A. (1992). Creativity, TV commercial popularity, and advertising expenditures. International journal of advertising, 11(2): 165-172
El-Murad, J. ve West, D. C. (2003). Risk and creativity in advertising. Journal of Marketing Management, 19(5-6): 657-673.

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.
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

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.
3

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.
2
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.
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

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.
5

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.
5

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.
4

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.
5

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 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
Total Workload of the Course Unit 204
Workload (h) / 25.5 8
ECTS Credits allocated for the Course Unit 8,0