Course Objectives: |
The aim of the course; to help students understand the role of advertising in the social and cultural life, to help the advertising to understand social interaction and its role in economic growth, and to analyze the basic components of the link between creativity and science, both practiced and through examples. |
Course Content: |
Definition of advertising, its history, its place and importance in marketing activities, advertising aims and functions, types, advertising attractiveness and themes used in advertising, advertising message creation, writing script and mini production, advertising's future, the impact of new technologies on advertising. |
Week |
Subject |
Related Preparation |
1) |
The definition of advertising and how it starts advertising. |
The History and Evolution of Advertising: https://www.tintup.com/blog/history-evolution-advertising-marketing/ |
2) |
A short history of advertising |
İzlenecek video: Sell and Spin A Story of Advertising: https://www.youtube.com/watch?v=YPBf7km7NAk |
3) |
Words and phrases used in advertising |
PDF document: http://www.tml.web.tr/download/R Reklamcilik-Not.pdf |
4) |
The features of advertising and the points that it differs from other marketing activities |
Blog: http://pazarlamablog.blogspot.com.tr/2008/03/reklam-pazarlama.html |
5) |
Aims and functions of advertising |
The Basic Functions of Advertising: https://dijilopedi.com/rvertisin-temel-fonifunctionlari/
Video: Rory Sutherland, Life Lessons from the Advertiser https://www.ted.com/talks/rory_sutherland_life_lessons_from_an_ad_man?language=en |
6) |
Types of advertising |
Website: https://www.business.qld.gov.au/running-business/marketing-sales/marketing-promotion/advertising/types
Youtube video: https://www.youtube.com/watch?v=QN7NZB4f4qM (about the emotions it generates) |
7) |
Stages in advertising planning |
Blog: http://www.reitix.com/Makaleler/Reklamin-Planlama-ve-Uygulama-Sureci/ID=5028
Slideshare document: https://www.slideshare.net/kartiktherealhero3/advertising-and-advertising-planning-process
Kitap: How to Plan Advertising, Alan Cooper |
8) |
Tepki hiyerarşi modelleri |
Academia PDF (response hierarchy model): http://www.academia.edu/5878236/Etkiler_Hiyerar%C5%9Fisi_Modeli_ve_%C4%B0nternet_Ads%C4%B1 |
9) |
Determination of the advertising message |
Blog post: http://blog.r Advert.com.tr/general/rvertis-stratejisi-nasil-hazirlanir/3014/
Ted's speech: The Greatest TED talk ever sold, Morgan Spurlock
https://www.ted.com/talks/morgan_spurlock_the_greatest_ted_talk_ever_sold |
10) |
Media tools and selection |
Article about selection factors: http://www.yourarticlelibrary.com/advertising/selection-of-advertising-media-for-a-company-14-factors/48659
Book: The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying, Helen Katz.
Article: (okan library full text) Selection of websites for online advertising using the AHP https://www.sciencedirect.com/science/article/pii/S0378720602000046 |
11) |
Effectiveness measurement |
A research on the effectiveness of Printed Advertising: https://earsiv.anadolu.edu.tr/xmlui/bitstream/handle/11421/264/928600.pdf?sequence=1&isAllowed=y
Effie Awards website: https://www.effie.org/
A blog post explaining the difference between effectiveness and impact: http://www.imediaconnection.com/articles/ported-articles/blogs/2013/may/in-advertising-efficiency-and-effectiveness-arent-the-same/ |
12) |
Ad writing (mini workshop) |
Required main topics: https://www.tutorialspoint.com/advertis_and_marketing_communications/advertis_copywriting.htm
Successful copywriting examples / print ads: https://bestcopyads.wordpress.com/ |
13) |
Advertising in Turkey |
An article describing the link of development to the global: https://www.turkcebilgi.com/t%C3%BCrkiyede_rvertisc%C4%B1l%C4%B1k
Information merkezisektörel Reports / Research studies http://www.iabturkiye.org/sektorel-raporlar-arastir |
14) |
Advertising globally |
An article on the global advertising strategy: https://www.emeraldinsight.com/doi/full/10.1108/02651330210425024
Global advertising budget and distribution shares https://www.statista.com/statistics/273288/advertising-spending-worldwide/ |
15) |
Defining the reflections of new communication technologies on advertising
Explaining the relationship of advertisement with other communication methods |
Evaluation of the issues |
16) |
final examination |
final examination |