New Media And Communication
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

General course introduction information

Course Code: HRE104
Course Name: Reklamcılığın Temelleri
Course Semester: Spring
Course Credits:
Theoretical Practical Credit ECTS
3 0 3 7
Language of instruction: TR
Course Requisites:
Does the Course Require Work Experience?: No
Type of course: Compulsory
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 : Assoc. Prof. ZEYNEP GENEL
Course Lecturer(s): Dr.Öğr.Üyesi SERRA ORKAN
Assoc. Prof. ZEYNEP GENEL
Assoc. Prof. NEZAHAT HANZADE URALMAN
Course Assistants:

Course Objective and Content

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.

Learning Outcomes

The students who have succeeded in this course;
Learning Outcomes
1 - Knowledge
Theoretical - Conceptual
1) The concept and types of advertising; advertising communication; the relationship between advertising and marketing; advertising history and globalization; the advertising process; people and organizations involved in the advertising process; the powers and responsibilities of advertisers, media and advertising agencies in advertising; consumer behavior and advertising; advertising research; basics of creating advertising budgets; interaction between advertising and public relations; campaign process in advertising.
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) 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

Sources

Course Notes / Textbooks: Ders notları düzenli olarak dersin kapalı Facebook grubu olan HRE104 Reklamcılığın Temelleri sayfasında paylaşılacaktır.
Principles of Advertising A Global Persprective, Second Edition, Mon Lee, Carla Johnson ISBN-
References: Yaratıcı Reklamcılığın Temelleri, Literatür Yayıncılık, Ken Burtenshaw, Caroline Barfoot, Nik Mahon

Course-Program Learning Outcome Relationship

Learning Outcomes

1
Program Outcomes

Course - Learning Outcome Relationship

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution

Learning Activity and Teaching Methods

Expression
Lesson

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Observation

Assessment & Grading

Semester Requirements Number of Activities Level of Contribution
Midterms 1 % 30
Final 1 % 60
Kanaat Notu 1 % 10
total % 100
PERCENTAGE OF SEMESTER WORK % 40
PERCENTAGE OF FINAL WORK % 60
total % 100

Workload and ECTS Credit Grading

Activities Number of Activities Workload
Course Hours 16 48
Field Work 4 4
Study Hours Out of Class 16 52
Presentations / Seminar 10 18
Project 10 11
Homework Assignments 12 24
Quizzes 1 1
Midterms 2 2
Paper Submission 3 3
Final 1 2
Total Workload 165