HRE205 Advertising CampaignsIstanbul Okan UniversityDegree Programs Public Relations and AdvertisingGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational Qualifications
Public Relations and Advertising
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

General course introduction information

Course Code: HRE205
Course Name: Advertising Campaigns
Course Semester: Fall
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: 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): Assoc. Prof. ZEYNEP GENEL
Course Assistants:

Course Objective and Content

Course Objectives: The purpose of this course is to assist students in acquiring the intellectual skills needed in developing well-planned and effective advertising strategies, but in practice, this course is designed to focus on application. Competing teams of five-to-seven students prepare advertising campaign plans.
Course Content: Introduction to Advertising Campaigns, Planning Points, Group Selection
Advertising, Promotion, and Marketing Essentials
Advertising and Society
Consumers and the Communications Process
Know the Audience
Segment, Target, and Position the Audience
Decide What You Can Afford to Say
Create a Strategy
Choose Your Communication Weapons
Decide Upon a Creative Strategy and Media Tactics

Learning Outcomes

The students who have succeeded in this course;
Learning Outcomes
1 - Knowledge
Theoretical - Conceptual
1) Steps of advertising campaigns; various types of advertising and recruitment of promotional agencies in today's market; traditional linear communication model for advertising campaigns; new interactive, nonlinear, polyphonic communication model for advertising campaigns; advertising strategies; segmenting, targeting and positioning in advertising; creation of advertising budgets; advertising-integrated marketing communications perspective; media mix and media planning; brand history and 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) • Introduce the steps of an advertising campaign • Define the pre-test period that is crucial for designing and implementing an advertising campaign. • Select the groups of students for ad campaign project Homework: assigned reading for the next class session- Barry, Pete. The advertising concept book: think now, design later: a complete guide to creative ideas, strategies and campaigns. Thames & Hudson, 2010
2) • Recognize that data is the key to understanding the consumer. • Describe the various types of data. • Recognize the target marketing process that includes segmenting, targeting, and positioning. • Describe the key characteristics of market segments by examining the demographic, geographic, psychological/lifestyle (psychographic), and behavioral variables found in those segments. Homework: assigned reading for the next class session- Barry, Pete. The advertising concept book: think now, design later: a complete guide to creative ideas, strategies and campaigns. Thames & Hudson, 2010
3) • Identify how the background and history of U.S. advertising impacts modern advertising and its clients. • Define the various types of advertising and promotion agencies employ in today’s marketplace. Homework: assigned reading for the next class session- Barry, Pete. The advertising concept book: think now, design later: a complete guide to creative ideas, strategies and campaigns. Thames & Hudson, 2010
4) • Describe the traditional linear communications model. • Describe the new interactive, nonlinear, multivocal communications model. Homework: assigned reading for the next class session- Barry, Pete. The advertising concept book: think now, design later: a complete guide to creative ideas, strategies and campaigns. Thames & Hudson, 2010
5) • Recognize the two primary top-down budgeting methods. • Identify the pros and cons of the top-down budgeting methods. • Recognize the two primary bottom-up budgeting methods. • Discuss budget allocation and the importance of timing in budgeting. Homework: assigned reading for the next class session- Barry, Pete. The advertising concept book: think now, design later: a complete guide to creative ideas, strategies and campaigns. Thames & Hudson, 2010
6) • Recognize the key role advertising plays in our economy. • Discuss the economic rationale for creating, accepting, and using advertising. Homework: assigned reading for the next class session- Barry, Pete. The advertising concept book: think now, design later: a complete guide to creative ideas, strategies and campaigns. Thames & Hudson, 2010
7) MIDTERM EXAM
8) • Recognize that data is the key to understanding the consumer. • Describe the various types of data. • Recognize the target marketing process that includes segmenting, targeting, and positioning. • Recognize the two primary top-down budgeting methods. • Identify the pros and cons of the top-down budgeting methods. Homework: assigned reading for the next class session- Barry, Pete. The advertising concept book: think now, design later: a complete guide to creative ideas, strategies and campaigns. Thames & Hudson, 2010
9) • Define branding and branding strategy. • Identify the characteristics of a solid branding strategy. • Explain the concepts of brand equity and value proposition. • List and discuss the benefits of branding from the advertiser’s and buyer’s point of view. Homework: assigned reading for the next class session- Barry, Pete. The advertising concept book: think now, design later: a complete guide to creative ideas, strategies and campaigns. Thames & Hudson, 2010
10) • Describe the integrated marketing communications perspective. • List the various forms of marketing programs that are united by integrated marketing communications. Homework: assigned reading for the next class session- Barry, Pete. The advertising concept book: think now, design later: a complete guide to creative ideas, strategies and campaigns. Thames & Hudson, 2010
11) • Define media mix and media planning. • List and characterize the various forms of traditional advertising media. • Compare and contrast print media versus broadcast media. • Describe the usefulness of out-of-home media, sponsorships, and direct response media for carrying advertising messages Homework: assigned reading for the next class session- Barry, Pete. The advertising concept book: think now, design later: a complete guide to creative ideas, strategies and campaigns. Thames & Hudson, 2010
12) • Define relevance and resonance. • Explain why having an emotional connection is the common denominator for most successful ads. • List and describe the five factors that constitute an ad’s likeability. Homework: assigned reading for the next class session- Barry, Pete. The advertising concept book: think now, design later: a complete guide to creative ideas, strategies and campaigns. Thames & Hudson, 2010
13) Discussion and Analysis of the examples raised in class. Homework: assigned reading for the next class session- Barry, Pete. The advertising concept book: think now, design later: a complete guide to creative ideas, strategies and campaigns. Thames & Hudson, 2010
14) • Evaluate presentations in the light of what we have went through the semester
15) • Choose Your Communication Weapons • Decide Upon a Creative Strategy and Media Tactics Homework: assigned reading for the next class session- Barry, Pete. The advertising concept book: think now, design later: a complete guide to creative ideas, strategies and campaigns. Thames & Hudson, 2010
16) FINAL EXAM FINAL EXAM

Sources

Course Notes / Textbooks: Barry, Pete. The advertising concept book: think now, design later: a complete guide to creative ideas, strategies and campaigns. Thames & Hudson, 2010
References: Avery, Jim. "Advertising campaign planning: developing an advertising-based marketing plan." Copy Workshop, 1993.

Course-Program Learning Outcome Relationship

Learning Outcomes

1

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, 4
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 5
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, 5
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
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, 4
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. 5

Learning Activity and Teaching Methods

Expression
Individual study and homework
Lesson
Reading

Assessment & Grading Methods and Criteria

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

Assessment & Grading

Semester Requirements Number of Activities Level of Contribution
Attendance 16 % 0
Presentation 1 % 10
Project 1 % 10
Midterms 1 % 30
Final 1 % 50
total % 100
PERCENTAGE OF SEMESTER WORK % 50
PERCENTAGE OF FINAL WORK % 50
total % 100

Workload and ECTS Credit Grading

Activities Number of Activities Duration (Hours) Workload
Course Hours 14 3 42
Application 0 3 0
Presentations / Seminar 1 3 3
Homework Assignments 2 6 12
Midterms 1 1 1
Final 1 1 1
Total Workload 59