Public Relations and Advertising
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

Course Introduction and Application Information

Course Code: HIR103
Course Name: Introduction to Advertising
Semester: Fall
Course Credits:
ECTS
4
Language of instruction: Turkish
Course Condition:
Does the Course Require Work Experience?: No
Type of course: Compulsory Courses
Course Level:
Bachelor TR-NQF-HE:6. Master`s Degree QF-EHEA:First Cycle EQF-LLL:6. Master`s Degree
Mode of Delivery: Face to face
Course Coordinator: Dr. Öğr. Üy. ÖZGENUR REYHAN GÜLER
Course Lecturer(s): Dr. Özgenur Reyhan Güler
Course Assistants:

Course Objective and Content

Course Objectives: Introduction to Advertising course aims to help students understand advertising application areas, acquire the necessary strategic information about advertising, and gain a critical and suggestion-developing perspective.
Course Content: This lesson; It covers the basic concepts, models and principles of advertising. Topics such as basic advertising concepts, advertising strategies, communication process, new trend advertising analysis, target audience, features of advertising, advertising management constitute the content of the course.

Learning Outcomes

The students who have succeeded in this course;
1) Upon successful completion of this course, students will be able to: 1. Explain the fundamental concepts, objectives, and functions of advertising. 2. Relate the historical development of advertising to social, economic, and technological changes. 3. Distinguish advertising from public relations, publicity, personal selling, and sales promotion. 4. Explain the role of advertising within the marketing mix and integrated marketing communications. 5. Classify advertising types according to their objectives, target audiences, and media. 6. Explain the relationships among advertisers, advertising agencies, media organizations, and consumers. 7. Describe the organizational structure of advertising agencies and the responsibilities of their main departments. 8. Evaluate the key factors influencing consumer behavior through advertising examples. 9. Apply the concepts of target audience identification, market segmentation, and positioning to a basic advertising example. 10. Identify the core promise, supporting elements, and persuasive approach of an advertising message. 11. Analyze the textual, visual, and audio elements of advertisements in relation to their messages. 12. Compare traditional and digital advertising media in terms of reach, targeting, cost, and interaction. 13. Prepare a basic advertising brief aligned with a specified communication objective and target audience. 14. Evaluate advertising examples in terms of ethical principles, social responsibility, and consumer rights. 15. Assess the success of an advertisement against its stated communication objectives and basic effectiveness criteria.
1) Explain the concepts of advertising and marketing communication.
2) Learn the methods of advertising persuasion.
3) Learns the process of advertising campaign planning and implementation with examples.
4) Designs a sample project in accordance with the process of creating an advertising campaign.
5) Associates the theoretical knowledge acquired in advertising with current advertising examples.
6) Comprehend how it works in advertising communication.
7) Evaluate the relationship between advertising agency and advertiser.
8) Comprehend the role of media planning in marketing communication.

Course Flow Plan

Week Subject Related Preparation
1) Pro-Active Communication / Re-Active Communication
2) Metaphor, Metonymy Concepts and Differences between Metonymy and Metaphor
3) 5M Model in Advertising and Advertising
4) Advertising Industry and Activities
5) History of Advertising
6) Subliminal Advertising with Advertising and Neurology
7) Business, Marketing and Advertising
8) Midterm Exam
9) Project Presentations
10) Project Presentations
11) Project Presentations
12) Project Presentations
13) Project Presentations
14) Final Exam

Sources

Course Notes / Textbooks: Ders notları
References: Ders notları

Course - Program Learning Outcome Relationship

Course Learning Outcomes

1

1

2

3

4

5

6

7

8
Program Outcomes
1) They have all the knowledge, skills and competencies required by the profession, with relation to the fields of Public Relations and Advertising and they have the structural features required by the profession. 2 2 3 2 3 2 3 2
2) They have knowledge about fields of brand management, marketing communication, corporate communication and advertising strategy development. They have the ability to create, plan and manage a public relations campaign. 2 2 2 2 3 3 2 3
3) They have knowledge and skills about changing and evolving communication methods and technologies. 2 2 2 2 3 2 2 2
4) Thay have the ability to manage communication between relevant stakeholders and the target group. They develop and implement proper communication strategies and methods according to the communication characteristics of different stakeholders. 2 3 2 3 2 2 3 2
5) By acting on the principle of lifelong learning, they constantly develop themselves not only from in terms of professional knowledge, but also from a culturally and follow the national and international agenda. 2 3 2 2 2 2 3 3
6) They combine different communication areas in a holistic and strategic way. 2 2 2 2 3 3 2 2
7) They use written and verbal communication skills effectively. 2 3 2 2 2 2 2 3
8) They develop and implement strategies by thinking creatively and critically. 3 2 3 2 2 2 3 2
9) They have management skills. 2 3 3 2 3 2 3 2
10) They use research capability effectively. 2 2 3 2 2 3 2 2
11) They have an ethical business understanding and social responsibility. 2 2 2 3 2 2 2 2
12) They have capable of analytical thinking and problem solving. 2 3 2 2 2 3 2 2
13) They have teamwork skills. 2 2 3 2 2 3 3 2
14) They follow developments in their field by using a foreign language at a general level of European Language Portfolio B1 and and communicate with their colleagues. 2 3 2 3 2 2 2 3
15) They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. 2 2 2 2 2 3 2 3

Course - Learning Outcome Relationship

No Effect 1 Lowest 2 Average 3 Highest
       
Program Outcomes Level of Contribution
1) They have all the knowledge, skills and competencies required by the profession, with relation to the fields of Public Relations and Advertising and they have the structural features required by the profession. 3
2) They have knowledge about fields of brand management, marketing communication, corporate communication and advertising strategy development. They have the ability to create, plan and manage a public relations campaign. 3
3) They have knowledge and skills about changing and evolving communication methods and technologies. 2
4) Thay have the ability to manage communication between relevant stakeholders and the target group. They develop and implement proper communication strategies and methods according to the communication characteristics of different stakeholders. 2
5) By acting on the principle of lifelong learning, they constantly develop themselves not only from in terms of professional knowledge, but also from a culturally and follow the national and international agenda. 3
6) They combine different communication areas in a holistic and strategic way. 2
7) They use written and verbal communication skills effectively. 3
8) They develop and implement strategies by thinking creatively and critically. 2
9) They have management skills. 3
10) They use research capability effectively. 2
11) They have an ethical business understanding and social responsibility. 3
12) They have capable of analytical thinking and problem solving. 2
13) They have teamwork skills. 2
14) They follow developments in their field by using a foreign language at a general level of European Language Portfolio B1 and and communicate with their colleagues. 2
15) They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. 3

Assessment & Grading

Değerlendirme Yöntemleri ve Kriterleri Number of Activities Level of Contribution
Attendance 1 % 10
Project 1 % 25
Midterms 1 % 25
Final 1 % 40
total % 100

Workload and ECTS Credit Calculation

Activities Number of Activities Workload
Course Hours 16 48
Project 9 27
Final 7 21
Total Workload 96