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	-
Coordinator of the Course Unit	Assoc.Prof. SARP BAĞCAN
Instructor(s) of the Course Unit
Course Prerequisite	No

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	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	-

SOURCE MATERIALS & RECOMMENDED READING
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.

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description

Level of Contribution
0	1	2	3	4	5

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