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	Assoc.Prof. SARP BAĞCAN
Instructor(s) of the Course Unit	Res.Asisst. MERVE BOYACI YILDIRIM
Course Prerequisite	No

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

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