Week |
Subject |
Related Preparation |
1) |
Syllabus
Discuss Course Outline
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Homework: assigned reading for next class session - Goldenberg, Jacob, et al. Cracking the ad code. Cambridge: Cambridge University Press, 2009. |
2) |
• Introduce the theory and application of advertising writing and design.
• Describe the nature and history of creativity in advertising.
• Summarize planning and preparation of advertising messages for mass media.
• Describe the specific techniques and executions used in various media.
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Homework: assigned reading for next class session - Goldenberg, Jacob, et al. Cracking the ad code. Cambridge: Cambridge University Press, 2009. |
3) |
• Discuss where the ideas come from
• Identify the prisons that the advertisers are set free
• Define and analyze the advertising media and using the medium
• Explore two approaches using the unification technique |
Homework: assigned reading for next class session - Goldenberg, Jacob, et al. Cracking the ad code. Cambridge: Cambridge University Press, 2009 |
4) |
• Describe how advertisers take attention in a noisy world
• Analyze the tools for attention
• Explain and discuss benefits for using activation
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Homework: assigned reading for next class session - Goldenberg, Jacob, et al. Cracking the ad code. Cambridge: Cambridge University Press, 2009 |
5) |
• Discuss getting it in one shot by using metaphor
• Analyze public displays of important figures in Turkey
• Demonstrate how effectively creating a metaphoric ad
• Evaluate the fusion of brand advertising, brand recognition and instructions for use
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Homework: assigned reading for next class session - Goldenberg, Jacob, et al. Cracking the ad code. Cambridge: Cambridge University Press, 2009. |
6) |
• Recognize the minimalism and the winning results
• Analyzing when subtraction is an addition
• Argue on how subtraction can highlight the message
• Identify unintuitive thinking
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Homework: assigned reading for next class session - Goldenberg, Jacob, et al. Cracking the ad code. Cambridge: Cambridge University Press, 2009. |
7) |
MIDTERM EXAM |
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8) |
• Explain how to avoid cliché – and still highlight a product’s promise
• Present thinking process for presenting a minor trait
• Represent the instructions for use of Extreme Consequence, using a minor trait
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Homework: assigned reading for next class session - Evans, Robin B. Production and creativity in advertising. Financial Times Management, 1988.
Fill, Chris, Graham Hughes, and Scott De Francesco. Advertising: strategy, creativity and media. Financial Times/Prentice Hall, 2012.
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9) |
• Identify how to focus on the benefit – not the product
• Explain generous irony in absurd situations
• Discuss when the product should be in the ad
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Homework: assigned reading for next class session - Evans, Robin B. Production and creativity in advertising. Financial Times Management, 1988.
Fill, Chris, Graham Hughes, and Scott De Francesco. Advertising: strategy, creativity and media. Financial Times/Prentice Hall, 2012.
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10) |
• Analyze how absurd situations make it real
• Recognize when to use minor trait Inversion
• Demonstrate and explain using Inversion on our old standbys
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Homework: assigned reading for next class session - Evans, Robin B. Production and creativity in advertising. Financial Times Management, 1988.
Fill, Chris, Graham Hughes, and Scott De Francesco. Advertising: strategy, creativity and media. Financial Times/Prentice Hall, 2012.
|
11) |
• List what to say when you have nothing to say
• Evaluate extreme effort from brand’s aspect
• Evaluate extreme effort from consumer’s aspect
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Homework: assigned reading for next class session - Evans, Robin B. Production and creativity in advertising. Financial Times Management, 1988.
Fill, Chris, Graham Hughes, and Scott De Francesco. Advertising: strategy, creativity and media. Financial Times/Prentice Hall, 2012.
|
12) |
• Identify the difference between an attribute and a value
• Determine added value of defining the value – the next step of the process: Beginning to seek new messages
• Discuss if people do what they know is right
• Criticize the connection between attribute and value
• Distinguish between attribute and value levels
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Homework: assigned reading for next class session - Evans, Robin B. Production and creativity in advertising. Financial Times Management, 1988.
Fill, Chris, Graham Hughes, and Scott De Francesco. Advertising: strategy, creativity and media. Financial Times/Prentice Hall, 2012.
|
13) |
• Present the award winning creative ads
• Identify the tools that are used for each ad
|
Homework: assigned reading for next class session - Evans, Robin B. Production and creativity in advertising. Financial Times Management, 1988.
Fill, Chris, Graham Hughes, and Scott De Francesco. Advertising: strategy, creativity and media. Financial Times/Prentice Hall, 2012.
|
14) |
Discussion of all tools for creative advertising which have been presented throughout the semester |
Homework: assigned reading for next class session - Evans, Robin B. Production and creativity in advertising. Financial Times Management, 1988.
Fill, Chris, Graham Hughes, and Scott De Francesco. Advertising: strategy, creativity and media. Financial Times/Prentice Hall, 2012.
|
15) |
Discussion of all tools for creative advertising which have been presented throughout the semester
General Revision
|
Homework: assigned reading for next class session - Evans, Robin B. Production and creativity in advertising. Financial Times Management, 1988.
Fill, Chris, Graham Hughes, and Scott De Francesco. Advertising: strategy, creativity and media. Financial Times/Prentice Hall, 2012.
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16) |
FINAL EXAM |
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Program Outcomes |
Level of Contribution |
1) |
Adequate knowledge in mathematics, science and engineering subjects pertaining to the relevant discipline; ability to use theoretical and applied information in these areas to model and solve engineering problems. |
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2) |
Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modelling methods for this purpose. |
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3) |
Ability to design a complex system, process, device or product under realistic constraints and conditions, in such a way so as to meet the desired result; ability to apply modern design methods for this purpose. (Realistic constraints and conditions may include factors such as economic and environmental issues, sustainability, manufacturability, ethics, health, safety isuues, and social and political issues according to the nature of the design.) |
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4) |
Ability to devise, select, and use modern techniques and tools needed for engineering practice; ability to employ information technologies effectively. |
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5) |
Ability to design and conduct experiments, gather data, analyse and interpret results for investigating engineering problems. |
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6) |
Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually. |
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7) |
Ability to communicate effectively i Turkish, both orally and in writing; knowledge of a minimum of one foreign language. |
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8) |
Recognition of the need for lifelong learning; ability to access information, to follow developments in science and technology, and to continue to educate him/herself. |
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9) |
Awareness of professional and ethical responsibility. |
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10) |
Information about business life practices such as project management, risk management, and change management; awareness of entrepreneurship, innovation, and sustainable development. |
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11) |
Knowledge about contemporary issues and the global and societal effects of engineering practices on health, environment, and safety; awareness of the legal consequences of engineering solutions. |
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