| Public Relations and Advertising | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code: | HIR103 | ||||
| Course Name: | Introduction to Advertising | ||||
| Semester: | Fall | ||||
| Course Credits: |
|
||||
| Language of instruction: | Turkish | ||||
| Course Condition: | |||||
| Does the Course Require Work Experience?: | No | ||||
| Type of course: | Compulsory Courses | ||||
| Course Level: |
|
||||
| Mode of Delivery: | Face to face | ||||
| Course Coordinator: | Araş. Gör. AZİZ ARSLAN | ||||
| Course Lecturer(s): | Dr. Nezahat İşbilir Yüceışık | ||||
| Course Assistants: |
| Course Objectives: | The main point of this course is, to introduce the general concept of the advertisement to our students. This course aims to prepare students for professional advertising and includes; the history of advertisement, function of advertisement, advertisement types, advertisement research, planning and applications. Students are also going to study on advertisement analysis and be able to get access to practical studies, apart from theoretical information. |
| Course Content: | To Introduce the General Concept of The Advertisement Process, the History of Advertisement, Function of Advertisement, Advertisement Types, Advertisement Research, Planning and Applications. |
|
The students who have succeeded in this course;
1) Have basic knowledge of the basic concepts and terms of advertising. 2) Have academical and theoretical knowledge about advertising. 3) Acquire basic information about Advertising agencies. 4) Associates the general principles of advertising with practical studies. 5) Gains basic information about advertising creation process. 6) Explain the concepts of advertising and marketing communication. 7) Learn the methods of advertising persuasion. 8) Learns the process of advertising campaign planning and implementation with examples. 9) Designs a sample project in accordance with the process of creating an advertising campaign. 10) Associates the theoretical knowledge acquired in advertising with current advertising examples. 11) Makes applications such as poster, storyboard, commercial film, advertising scenario, radio spot, web presentation etc. 12) Comprehend how it works in advertising communication. 13) Evaluate the relationship between advertising agency and advertiser. 14) Comprehend the role of media planning in marketing communication. |
| Week | Subject | Related Preparation |
| 1) | Introduction to Advertising, Concepts Related to Advertising | |
| 2) | The Historical Development Process of Advertising, Evaluation of the concept of advertising in the world and Turkey in the Historical Context | |
| 3) | The Place and Importance of Advertising in Marketing Communication Process, Creative Strategies in Marketing Communication | |
| 4) | Advertising Purpose and Functions | |
| 5) | Strategy of Advertising Message | |
| 6) | Development of Advertising Industry, Current Approaches in Advertising | |
| 7) | Advertising Agencies, Ad Usage Areas / Ad Channels | |
| 8) | Midterm Exam | |
| 9) | Advertising Types, Conventional Advertising Channels (Newspapers, Magazines, Radio, Television, Outdoor Indoor, etc.) | |
| 10) | The Transition Process from Conventional to Alternative Media, Alternative Advertising Channels (Mobile Channels, Blog, Vlog, Cinema, Point of Sale Channels, etc.) | |
| 11) | Creative Advertising Strategy and Creative Process, Creative Advertising Applications: Analysis of Various Types of Advertising on Graphics and Text | |
| 12) | Consumer Culture and Advertising, Consumer and Advertising in Consumer Society | |
| 13) | Strategic Planning in Advertising, Advertising Campaign Planning Process, Ad Campaign Status Analysis, Target Audience, Media Selection, Message Strategies, Positioning, Scheduling, Budgeting | |
| 14) | Advertising Campaign Project Presentations 1 | |
| 15) | Advertising Campaign Project Presentations 2 | |
| 16) | Final Exam |
| Course Notes / Textbooks: | Ders notları |
| References: | Ders notları |
| Course Learning Outcomes | 1 |
2 |
3 |
4 |
5 |
6 |
7 |
8 |
9 |
10 |
11 |
12 |
13 |
14 |
|
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 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) 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) They have knowledge and skills about changing and evolving communication methods and technologies. | |||||||||||||||
| 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. | |||||||||||||||
| 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. | |||||||||||||||
| 6) They combine different communication areas in a holistic and strategic way. | |||||||||||||||
| 7) They use written and verbal communication skills effectively. | |||||||||||||||
| 8) They develop and implement strategies by thinking creatively and critically. | |||||||||||||||
| 9) They have management skills. | |||||||||||||||
| 10) They use research capability effectively. | |||||||||||||||
| 11) They have an ethical business understanding and social responsibility. | |||||||||||||||
| 12) They have capable of analytical thinking and problem solving. | |||||||||||||||
| 13) They have teamwork skills. | |||||||||||||||
| 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. | |||||||||||||||
| 15) They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. | |||||||||||||||
| 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. | |
| 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) | They have knowledge and skills about changing and evolving communication methods and technologies. | |
| 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. | |
| 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. | |
| 6) | They combine different communication areas in a holistic and strategic way. | |
| 7) | They use written and verbal communication skills effectively. | |
| 8) | They develop and implement strategies by thinking creatively and critically. | |
| 9) | They have management skills. | |
| 10) | They use research capability effectively. | |
| 11) | They have an ethical business understanding and social responsibility. | |
| 12) | They have capable of analytical thinking and problem solving. | |
| 13) | They have teamwork skills. | |
| 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. | |
| 15) | They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 1 | % 10 |
| Project | 1 | % 25 |
| Midterms | 1 | % 25 |
| Final | 1 | % 40 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| total | % 100 | |
| Activities | Number of Activities | Workload |
| Course Hours | 16 | 48 |
| Project | 9 | 27 |
| Final | 7 | 21 |
| Total Workload | 96 | |