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

General course introduction information

Course Code: HRE453
Course Name: Reklam Satış Yönetimi
Course Semester: Spring
Course Credits:
Theoretical Practical Credit ECTS
3 0 3 6
Language of instruction: TR
Course Requisites:
Does the Course Require Work Experience?: No
Type of course: Speciality Elective
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 : Öğr.Gör. GÜLLÜ DOĞA DAĞDEVİREN
Course Lecturer(s):
Course Assistants:

Course Objective and Content

Course Objectives: The purpose of this course is to aim to understand the advertising theories and practices and to apprehend the differences of each advertisement on the media. This course also aims to know the consumers and customers and to gain the essential informations in order to sell the convenient advertising channels by presenting their expectations.
Course Content: Presentation of medium; Classification and characteristic of the ad; The importance in itself of print advertising; A general evaluation of advertisements; The importance of networking; Advantages and disadvantages of advertisements; A general evaluation of Outdoor Advertising; Customer types and characteristics; The importance of sales dynamics; Sales and its types; The importance and criterias of information collecting; The importance of presenting; The importance of closing sales,

Learning Outcomes

The students who have succeeded in this course;
Learning Outcomes
1 - Knowledge
Theoretical - Conceptual
1) Understand the basic concepts and differences in marketing and sales management
2) Recognize the place and importance of advertising in marketing activities in the media.
3) Explain the classification and characteristics of advertisements
4) Learn the individual characteristics of advertisements in the media
5) Comprehend how companies can make a difference with advertisements in a competitive environment.
6) Apply the importance of advertising sales management and how sales techniques are used
7) will be able to discuss why each advertisement made in each medium is more successful.
2 - Skills
Cognitive - Practical
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
Competence to Work Independently and Take Responsibility

Lesson Plan

Week Subject Related Preparation
1) Introduction of the course - Introduction of the media - Listing of advertisements in the channels - Classification of advertisements - Explaining marketing and sales management - Discussion of theoretical issues Review of subject To do source scans Reading and evaluating related parts of resources
2) - Classification of advertising and explanation of its features - Explanation of advertisements with examples according to the maker - Explanation of advertisements with examples according to their purpose - Explanation of advertisements with examples according to the target audience - Explanation of advertisements with examples according to the message they carry - Explanation of advertisements with examples according to time - Explanation of advertisements with examples according to geographical criteria - An overview of all the ads. Review of subject To do source scans Reading and evaluating related parts of resources
3) - Explanation of the types of advertisements and their characteristics - Explanation of the characteristics of printed advertisements (newspaper, magazine, catalog, brochure, flyer, insert) - Explanation on the importance of print advertising in itself - Explaining the differences in companies' approaches to print advertisements - Explanation of the advantages and disadvantages of print ads - An overview of print ads Review of subject To do source scans Reading and evaluating related parts of resources
4) - To review the types and characteristics of advertisements handled in the media - Explanation of the characteristics of radio, TV, cinema advertisements - Evaluation of the features of advertisements in terms of companies - Explanation of the advantages and disadvantages of advertisements - Explaining the differences in firms' and consumers' approaches to advertisements - To make a general evaluation of advertisements. Review of subject To do source scans Reading and evaluating related parts of resources
5) - To review the types and characteristics of advertisements handled in the media - Explanation of the features of cinema, internet, social media advertisements - Evaluation of the features of advertisements in terms of companies - Explanation of the advantages and disadvantages of advertisements - Explaining the differences in firms' and consumers' approaches to advertisements - To emphasize the importance of networking - To make a general evaluation of advertisements. Review of subject To do source scans Reading and evaluating related parts of resources
6) - Explaining the importance and characteristics of customers and consumers - Customer and consumer expectations and purchasing behavior - Customer types and characteristics - Customer segmentation and its importance - Firms' strategies according to customers' expectations Review of subject Advertising research for the final project To do source scans Reading and evaluating related parts of resources
7) - Introduction to Sales Management, explanation of basic concepts - Market/market relationship and its importance - Explanation of the characteristics of sales organization according to channels - The importance of sales dynamics - Customer Relationship Management Review of subject Advertising research for the final project To do source scans Reading and evaluating related parts of resources
8) - Explanation of sales and its types - Features of Advertising sales in service sales - Explanation of the stages of advertising sales I (planning - approach) - Explanation of the criteria for setting objectives in planning - Approach - techniques for making appointments - In the approach - explaining the aspects to be considered during the customer visit Review of subject Advertising research for the final project To do source scans Reading and evaluating related parts of resources
9) - Explanation of the stages of advertising sales II (information gathering - need validation) - Explaining the importance and criteria of information gathering - Stating the importance of asking questions in information gathering with an example - Explanation of the issues to be considered in need validation - Addressing objections that may be encountered Review of subject Advertising research for the final project To do source scans Reading and evaluating related parts of resources
10) - Explanation of the stages of advertising sales III (presentation- proposal and pricing) - The importance of making a presentation will be emphasized - Preparing a product presentation based on the information collected - Explanation of proposals suitable for customer needs - The importance of quoting a price for the service offered will be explained. Review of subject Advertising research for the final project To do source scans Reading and evaluating related parts of resources
11) - Stages of ad sales IV (closing the sale - meeting objections) - The importance of closing sales will be emphasized - Sales closing techniques and their characteristics will be explained. - Objection handling techniques and their features will be emphasized - General evaluation of sales stages will be made. Review of subject Advertising research for the final project To do source scans Reading and evaluating related parts of resources
12) - Stages of ad sales IV (closing the sale - meeting objections) - The importance of closing sales will be emphasized - Sales closing techniques and their features will be explained. - The techniques and features of meeting objections will be emphasized General evaluation of sales stages will be made. Review of subject Advertising research for the final project To do source scans Reading and evaluating related parts of resources
13) - Stages of ad sales IV (closing the sale - meeting objections) - The importance of closing sales will be emphasized - Sales closing techniques and their characteristics will be explained. - Objection handling techniques and their features will be emphasized None

Sources

Course Notes / Textbooks: Basın İşletmelerinde Reklâm ve Satış Yönetimi
Yard. Doç. Dr. A.Tuğrul SAVAŞ
2010 Derin Yayınları
ISBN: 978-9944-350-94-8
References: Pazarlama Yönetimi- Philip Kotler
Nejat Muallimoğlu
Beta Yayınları / Ekonomi Dizisi

Pazarlama İlkeleri
Prof. Dr. İsmet Mucuk
Türkmen Yayınevi 2010
ISBN : 9789757337591

Kavram ve Kuramlarıyla Reklâm
Prof. Dr. Filiz Balta Peltekoğlu
Beta Yayınları

Course-Program Learning Outcome Relationship

Learning Outcomes

1

2

3

4

5

6

7

Program Outcomes
1) 1. Comprehending theories of interpersonal communication, 2. Know the basic concepts and practices of public relations and advertising,
2) 1. Understanding the basic principles and principles of communication and developing a point of view in this direction, 2. Be able to understand and interpret theoretical approaches in the field of communication, 3. Mass communicaiton theories and their comprehension and discussion to relation between the activities of professional communicators, 4. Use of information related to the fields of communication science, business management, marketing, sociology, organizational behavior, economics, political science, law, scientific research and cultural studies into public relations and advertising discipline, 5. Knowing all elements of marketing communication; strategy development, research, planning and application in issues advertisement, public relations, sales, direct marketing and e-communication, 6. Data compilation, application, analysis and interpretation of results, 7. Apply to the field and solve problems of basic behavioral sciences, 8. Ability to plan, define, model and solve related to public relations campaigns, 9. Understanding the interaction between public relations and management which is a business function, 10. Necessary research for a successful public relations application, definition of objectives, identifying target groups and corresponding messages to these, choosing the right councils and evaluating the results, 11. Related to advertising campaigns planning, definition, modelling and ability to solve, 12. Acquire and use managerial skills in the advertising sector, 13. Media research, planning and purchasing knowledge and skills, 14. Design and implement to the advertisement materials for various advertisement channels
3) 1. Make active presentations using appropriate announcement texts and visual aids for speeches and meetings; be able to express oneself and present a project, 2. Working as a team member and taking responsibility, 3. Resolve possible crises in institutions by assessing political, economic and technological all developments that will affect the field of public relations and to produce parallel strategies to the new situation, 4. Recognizing, understanding and designing elements of successful corporate communication, 5. Supply the stated or felt requirements, public relations services development in accordance with accepted professional standards, 6. Apply creative thinking methods and techniques,
4) 1. Comprehending media literacy skills in the news taking process, 2. Comprehension of conceptual connections between public relations, advertising and politics, 3. Having knowledge and interpretation about the periodical processes of advertising, 4. Identify market research required for advertisement implementations and be able to evaluate in terms of advertising,
5) 1. Ability to follow the development of education, science and technology and to recognize and describe the interaction of these elements with communication processes, 2. Applying to public relations, advertising and communication fields following new methods and technologies, 3. To use information communication technologies strategically within advertising and marketing, 4. To be able to comprehend and use contemporary techniques and software in the field of visual design, 5. To be able to follow national and international the contemporary problems, threads in the field of advertising, 6. To create a true dialectic mental, psychological and moral conditions with the Public Relations practices and acknowledging that the parties have the right to disclose their own situation and views, 7. Take care of the truth in Public Relations practices, to disseminate of information that is not based on sustainable and preconceived facts, 8. In Public Relations messages prepared for the promotion of products with regard to young people and children, they will damage their trust feelings, taking care to avoid no content that will affect psychological and physical weaknesses, 9. When practicing their profession, take care to ensure fair representation of the views of all interested parties, 10. Respecting the principle of confidentiality of confidential information that can be obtained by professions, 11. Pay attention to the fact that communication by their profession is based on open, correct, bi-directional and fully informed. 12. Where it is necessary to compete in a personal or institutional level, disuses the personal / institutional links that would unfairly affect competition; secondary undertaken tasks etc. as it will serve this purpose, 13. To prevent discrimination and promote the development of positive discrimination in intra-agency communication, 14. Supporting precautionary approaches to environmental problems in the business world, 15. To support all kinds of activities and formation that will increase environmental responsibility, 16. To support the development and diffusion of environmental friendly technologies,
6) 1. Understand social organizations and institutions, family, religious institutions and their relationship with communication, 2. Carry out public relations and advertising practices based on a common and broad knowledge base, academic studies, researchs, ethical principles and performance auditing, 3. To know and understand the quality concept in public relations and advertisement, 4. In Turkey and in the world of brand management strategy evaluation, implement brand strategies and analyze various campaigns, 5. Targeting to receive a quality certificate, performance audit and to apply continuously systems to improve the quality, 6. Applying the Public Relations profession not only to the institution but also to oversee the benefit of collecting, 7. Identify messages that are appropriate for the target audience in the advertisement and choosing the right councils and evaluating the results, 8. To be able to interpret legal regulations intented for communication and advertisement field, 9. To recognize the basic principles of concord, manage the processes of concord or to work get a job in these processes, 10. Recognition of ethical principles in the International Advertising Practice Guidelines; in this respect, advertising applications integrity, honesty, social responsibility, protection of children and young people, respect for personal rights, sensitivity to health and environment, to be able to evaluate in terms of subjects such as the protection of the consumer, 11. To design, plan, implement and evaluate communication activities with the belief that all individuals should benefit from the rights arising from the Universal Declaration of Human Rights, 12. Protecting and respecting human dignity in communication activities, ensuring that everyone has their own judgment, 13. Under all conditions, in public relations practies, to behove in shape of protecting mutuall interests are served both by this assocation and by this assocation of public societies, 14. Performing public relations and advertising profession so as not to damage the public interest, 15. Observing that the communication they establish by aiming to create mutual understanding during their professional activities is not harmful attribution to the cultural values and beliefs of society in terms of both legal and ethical, 16. Acting in harmony with articles the Idea and Artworks Law during the works, 17. Do not accept tasks that are contrary to the principles of professional ethics, 18. Work to protect and upgrade the reputation and prestige of the profession, 19. Do not be in comments and behaviors that would damage the reputation of your colleagues, 20. Respect for the Press Professional Principles with the freedom of the media to receive information and to inform the public, 21. The blogs, forums, video and photo sharing sites and similiar social media tools are enriching in the sense of changing and reflecting public opinion therefore in those channels professional activities the identity of the representatives in these meetings in terms of transparency principle, 22. Do not mislead public opinion or its representatives, 23. Do not use blackmail, bribe and repression, 24. As a public relations expert, do not sign a contract with a client or employer that guarantees quantitative results, 25. Not to be included in the initiatives and commitments in feature that are contradictory to social rules, dishonest, damage human dignity and character, 26. To promote and respect human rights declared in the business world, 27. Not being complicit of human rights violations in the business world, 28. To oppose all kinds of child labor, 29. Fighting corruption in the business world, 30. To struggle with corruption in the business world, 31. To carry out professional practices in order to not violate the ethical principles in purview public relations and advertising.

Course - Learning Outcome Relationship

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) 1. Comprehending theories of interpersonal communication, 2. Know the basic concepts and practices of public relations and advertising,
2) 1. Understanding the basic principles and principles of communication and developing a point of view in this direction, 2. Be able to understand and interpret theoretical approaches in the field of communication, 3. Mass communicaiton theories and their comprehension and discussion to relation between the activities of professional communicators, 4. Use of information related to the fields of communication science, business management, marketing, sociology, organizational behavior, economics, political science, law, scientific research and cultural studies into public relations and advertising discipline, 5. Knowing all elements of marketing communication; strategy development, research, planning and application in issues advertisement, public relations, sales, direct marketing and e-communication, 6. Data compilation, application, analysis and interpretation of results, 7. Apply to the field and solve problems of basic behavioral sciences, 8. Ability to plan, define, model and solve related to public relations campaigns, 9. Understanding the interaction between public relations and management which is a business function, 10. Necessary research for a successful public relations application, definition of objectives, identifying target groups and corresponding messages to these, choosing the right councils and evaluating the results, 11. Related to advertising campaigns planning, definition, modelling and ability to solve, 12. Acquire and use managerial skills in the advertising sector, 13. Media research, planning and purchasing knowledge and skills, 14. Design and implement to the advertisement materials for various advertisement channels
3) 1. Make active presentations using appropriate announcement texts and visual aids for speeches and meetings; be able to express oneself and present a project, 2. Working as a team member and taking responsibility, 3. Resolve possible crises in institutions by assessing political, economic and technological all developments that will affect the field of public relations and to produce parallel strategies to the new situation, 4. Recognizing, understanding and designing elements of successful corporate communication, 5. Supply the stated or felt requirements, public relations services development in accordance with accepted professional standards, 6. Apply creative thinking methods and techniques,
4) 1. Comprehending media literacy skills in the news taking process, 2. Comprehension of conceptual connections between public relations, advertising and politics, 3. Having knowledge and interpretation about the periodical processes of advertising, 4. Identify market research required for advertisement implementations and be able to evaluate in terms of advertising,
5) 1. Ability to follow the development of education, science and technology and to recognize and describe the interaction of these elements with communication processes, 2. Applying to public relations, advertising and communication fields following new methods and technologies, 3. To use information communication technologies strategically within advertising and marketing, 4. To be able to comprehend and use contemporary techniques and software in the field of visual design, 5. To be able to follow national and international the contemporary problems, threads in the field of advertising, 6. To create a true dialectic mental, psychological and moral conditions with the Public Relations practices and acknowledging that the parties have the right to disclose their own situation and views, 7. Take care of the truth in Public Relations practices, to disseminate of information that is not based on sustainable and preconceived facts, 8. In Public Relations messages prepared for the promotion of products with regard to young people and children, they will damage their trust feelings, taking care to avoid no content that will affect psychological and physical weaknesses, 9. When practicing their profession, take care to ensure fair representation of the views of all interested parties, 10. Respecting the principle of confidentiality of confidential information that can be obtained by professions, 11. Pay attention to the fact that communication by their profession is based on open, correct, bi-directional and fully informed. 12. Where it is necessary to compete in a personal or institutional level, disuses the personal / institutional links that would unfairly affect competition; secondary undertaken tasks etc. as it will serve this purpose, 13. To prevent discrimination and promote the development of positive discrimination in intra-agency communication, 14. Supporting precautionary approaches to environmental problems in the business world, 15. To support all kinds of activities and formation that will increase environmental responsibility, 16. To support the development and diffusion of environmental friendly technologies,
6) 1. Understand social organizations and institutions, family, religious institutions and their relationship with communication, 2. Carry out public relations and advertising practices based on a common and broad knowledge base, academic studies, researchs, ethical principles and performance auditing, 3. To know and understand the quality concept in public relations and advertisement, 4. In Turkey and in the world of brand management strategy evaluation, implement brand strategies and analyze various campaigns, 5. Targeting to receive a quality certificate, performance audit and to apply continuously systems to improve the quality, 6. Applying the Public Relations profession not only to the institution but also to oversee the benefit of collecting, 7. Identify messages that are appropriate for the target audience in the advertisement and choosing the right councils and evaluating the results, 8. To be able to interpret legal regulations intented for communication and advertisement field, 9. To recognize the basic principles of concord, manage the processes of concord or to work get a job in these processes, 10. Recognition of ethical principles in the International Advertising Practice Guidelines; in this respect, advertising applications integrity, honesty, social responsibility, protection of children and young people, respect for personal rights, sensitivity to health and environment, to be able to evaluate in terms of subjects such as the protection of the consumer, 11. To design, plan, implement and evaluate communication activities with the belief that all individuals should benefit from the rights arising from the Universal Declaration of Human Rights, 12. Protecting and respecting human dignity in communication activities, ensuring that everyone has their own judgment, 13. Under all conditions, in public relations practies, to behove in shape of protecting mutuall interests are served both by this assocation and by this assocation of public societies, 14. Performing public relations and advertising profession so as not to damage the public interest, 15. Observing that the communication they establish by aiming to create mutual understanding during their professional activities is not harmful attribution to the cultural values and beliefs of society in terms of both legal and ethical, 16. Acting in harmony with articles the Idea and Artworks Law during the works, 17. Do not accept tasks that are contrary to the principles of professional ethics, 18. Work to protect and upgrade the reputation and prestige of the profession, 19. Do not be in comments and behaviors that would damage the reputation of your colleagues, 20. Respect for the Press Professional Principles with the freedom of the media to receive information and to inform the public, 21. The blogs, forums, video and photo sharing sites and similiar social media tools are enriching in the sense of changing and reflecting public opinion therefore in those channels professional activities the identity of the representatives in these meetings in terms of transparency principle, 22. Do not mislead public opinion or its representatives, 23. Do not use blackmail, bribe and repression, 24. As a public relations expert, do not sign a contract with a client or employer that guarantees quantitative results, 25. Not to be included in the initiatives and commitments in feature that are contradictory to social rules, dishonest, damage human dignity and character, 26. To promote and respect human rights declared in the business world, 27. Not being complicit of human rights violations in the business world, 28. To oppose all kinds of child labor, 29. Fighting corruption in the business world, 30. To struggle with corruption in the business world, 31. To carry out professional practices in order to not violate the ethical principles in purview public relations and advertising.

Learning Activity and Teaching Methods

Individual study and homework
Lesson
Reading
Homework
Social Activities
Case Study

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Oral Examination
Bilgisayar Destekli Sunum
Uzman / Jüri Değerlendirmesi

Assessment & Grading

Semester Requirements Number of Activities Level of Contribution
Midterms 1 % 40
Final 1 % 60
total % 100
PERCENTAGE OF SEMESTER WORK % 40
PERCENTAGE OF FINAL WORK % 60
total % 100

Workload and ECTS Credit Grading

Activities Number of Activities Duration (Hours) Workload
Course Hours 3 3 9
Presentations / Seminar 1 1 1
Homework Assignments 1 1 1
Midterms 1 1 1
Final 1 1 1
Total Workload 13