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ADVERTISING CAMPAIGNS PROGRAMME COURSE DESCRIPTION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
HIT429 ADVERTISING CAMPAIGNS 7 3 3 7

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 -
Coordinator of the Course Unit Assist.Prof.Dr. SARP BAĞCAN
Instructor(s) of the Course Unit Assist.Prof.Dr. SARP BAĞCAN

OBJECTIVES AND CONTENTS

Objectives of the Course Unit: This course aims to enable students to analyze current advertisements and evaluate advertising content by using the items and features that the advertisements must have.
Contents of the Course Unit: Contents of the course include the subjects as in explaining the elements and properties of advertising, describing the process of creating a campaign, expressing the importance of advertising and brand compatibility, supporting the message strategy and link between target audience.

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

Match the right target audience with a sample ad.
Tell the importance of message creation and media selection for the target audience with the help of examples
Explain at least 3 of the features that should be in an ad.
Analyze the compatibility of ad content with brands by comparing past ad examples
Evaluate the contextual elements that should be used in the ad when creating an ad.
Measure the impact of advertising campaigns on corporate communication objectives according to strategic communication elements
Decide the communication media to reach the target audience during the campaign process

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY

Week Preparatory Topics(Subjects) Method
1 Literature review Concepts related to Advertising. Strategies and Applications Lecture
2 Literature review Advertising and Society Lecture
3 Literature review Brief, Target Audience and Budget in Campaign Planning Lecture
4 Literature review Parties in the Advertising Campaign Lecture
5 Literature review Advertising Channels Lecture
6 Literature review Media Planning Lecture
7 Literature review Advertising campaigns from Turkey and world Lecture
8 - MID-TERM EXAM -
9 Literature review Advertising for SMEs Lecture
10 Specimen Handling, Literature Review Advertising Campaign in terms of its Media 1 Lecture & Discussion
11 Specimen Handling, Literature Review Advertising Campaign in terms of its Media 2 Lecture & Discussion
12 Specimen Handling, Literature Review Advertising Campaign in terms of its Media 2 Lecture & Discussion
13 Specimen Handling, Literature Review Examples of political advertising campaigns Lecture & Discussion
14 Specimen Handling, Literature Review Social Content Advertising Campaigns Lecture & Discussion
15 Specimen Handling, Literature Review General review Lecture & Discussion
16 - FINAL EXAM -
17 - FINAL EXAM -

SOURCE MATERIALS & RECOMMENDED READING

Tosun, N. B., vd. (2018) Reklam Yonetimi, Istanbul: Beta Publications
Elden, M. (2013) Reklam ve Reklamcilik, Istanbul: Say Publications
Schultz, D. E., Martin, D. G., Brown, W. P. (1984). Strategic advertising campaigns. Crain books.
Ridout, T. N., ve Franz, M. M. (2011). The persuasive power of campaign advertising. Temple University Press.
Parente, D., ve Strausbaugh-Hutchinson, K. (2014). Advertising campaign strategy: A guide to marketing communication plans. Cengage Learning.

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.
0
2
List the main features of communication in items.
4
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.
4
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.
2
2
Use the leadership, communication and presentation skills in occupational events.
2

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.
5
2
Write press releases for the purpose of introducing the institution he/she works at or owns.
0
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.
3

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.
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.
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 3 42
Preliminary & Further Study 14 3 42
Land Surveying 0 0 0
Group Work 0 0 0
Laboratory 0 0 0
Reading 14 6 84
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 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 46 0 178
Total Workload of the Course Unit 178
Workload (h) / 25.5 7
ECTS Credits allocated for the Course Unit 7,0