Week |
Subject |
Related Preparation |
1) |
Syllabus
Discuss Course Outline
|
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
|
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
|
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
|
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.
|
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
|
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.
|
10) |
• Analyze how absurd situations make it real
• Recognize when to use minor trait Inversion
• Demonstrate and explain using Inversion on our old standbys
|
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
|
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
|
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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