Banking and Insurance | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code: | HRE454 | ||||||||
Course Name: | History of Advertising | ||||||||
Course Semester: | Spring | ||||||||
Course Credits: |
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Language of instruction: | TR | ||||||||
Course Requisites: | |||||||||
Does the Course Require Work Experience?: | No | ||||||||
Type of course: | University Elective | ||||||||
Course Level: |
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Mode of Delivery: | Face to face | ||||||||
Course Coordinator : | Öğr.Gör. NUR ÖZDEN | ||||||||
Course Lecturer(s): |
Dr.Öğr.Üyesi SEMRA GEÇKİN ONAT |
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Course Assistants: |
Course Objectives: | 366/5000 With this course, the development and change of advertising from past to present will be taught in the context of both advertising channels and advertising strategies. Important building blocks in the world and Turkish advertising will be explained in their historical development. It is aimed to inform about the schools in the world and Turkish advertising and the advertisers who have left their mark on advertising. |
Course Content: | Advertising practices in a world before modern ages; first examples of printed advertising; industrial revolution and advertising; advertising medium arouse in the early of 20th century and advertising; birth of an advertising as a sector; involvement process of the advertising to the marketing approach; realization of creative revolution in advertising; advertising in post-industrial age; globalization in advertising and advertising agency; advertising and advertising agency in Turkey; reflection of globalization to advertising sector in Turkey; development of occupational organization in advertising area in Turkey and in the world. |
The students who have succeeded in this course;
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Week | Subject | Related Preparation |
1) | Introduction of the Course • Scope • Rationale • Importance • Rules and Requirements | Koloğlu Orhan; Reklamcılığımızın İlkyüzyılı 1840 - 1940, Reklamcılık Vakfı Yayınları, İstanbul, 2000. |
2) | Advertising History in General • Scope • Limitations • Resources | Dyer, Gillian; İletişim Olarak Reklamcılık, Çev: M. Nurdan Öncel Taşkıran, BETA Yayınları, 2010. |
3) | Prepress Period: The emergence and development of basic advertising formats such as various marking and broaching. | Dyer, Gillian; İletişim Olarak Reklamcılık, Çev: M. Nurdan Öncel Taşkıran, BETA Yayınları, 2010. |
4) | Early Printing Period (15th century - 18th century): The development process and effects of newspaper and magazine advertising, along with various printed advertising techniques such as posters, posters, and flyers that emerged with the invention of the printing press. | Dyer, Gillian; İletişim Olarak Reklamcılık, Çev: M. Nurdan Öncel Taşkıran, BETA Yayınları, 2010. |
5) | Dissemination Period (1840-1900): In line with the impact of the industrial revolution, the development of the impact area of printed advertising and the emergence of the first advertising agencies in the face of the rapid development in the field of production-based market economy, transportation and education. | NONE |
6) | Integration Period (1900–1925): Evaluation of the developments in agency functioning in advertising media and techniques, the emergence process of national and international advertising associations and associations. | Poe, Marshall T.; İletişim Tarihi, Çev: Umut Yener Kaya, Islık Yayınları, 2015. |
7) | Scientific Development Period (1925-1945): the emergence of radio and television advertising, the changing dimension of advertising in the process of understanding and using the importance of research methods in terms of advertising studies, establishing the relationship between advertising and market and consumer analysis. | Poe, Marshall T.; İletişim Tarihi, Çev: Umut Yener Kaya, Islık Yayınları, 2015 |
8) | MİDTERM | Tungate, Mark; Reklamcılığın Global Tarihi, Çev.: Levent Göktem, MediaCat Yayınları, İstanbul, 2008. - Koloğlu Orhan; Reklamcılığımızın İlkyüzyılı 1840 - 1940, Reklamcılık Vakfı Yayınları, İstanbul, 2000. - Sezer, Kemal; Reklam Kuşakları 1940-2000 Sektörün 60 Yılı, Reklamcılık Vakfı Yayınları, İstanbul, 2014 Yardımcı Kaynaklar: - Poe, Marshall T.; İletişim Tarihi, Çev: Umut Yener Kaya, Islık Yayınları, 2015. - Yüksel, Ünsal; Bilimsel Reklam ve Pazarlamadaki Yeri, 2. Baskı, Tivi Reklam, İstanbul, 1984. - Dyer, Gillian; İletişim Olarak Reklamcılık, Çev: M. Nurdan Öncel Taşkıran, BETA Yayınları, 2010. |
9) | Commercial and Social Integration (1945-1970): Understanding the image-centered development process and its consequences resulting from the spread of the liberal economies and the change in the production-consumption balance. | Poe, Marshall T.; İletişim Tarihi, Çev: Umut Yener Kaya, Islık Yayınları, 2015. |
10) | Creative Revolution: Bill Bernbach and the changes in the advertising world in the 60s. | Sezer, Kemal; Reklam Kuşakları 1940-2000 Sektörün 60 Yılı, Reklamcılık Vakfı Yayınları, İstanbul, 2014 |
11) | Brand Period (1970-1980): The increasing importance of brands in the consumer mind and the development of advertising practices on a brand basis. | Sezer, Kemal; Reklam Kuşakları 1940-2000 Sektörün 60 Yılı, Reklamcılık Vakfı Yayınları, İstanbul, 2014 |
12) | Post Industrial Period (1980-1990): Differentiation in advertising messages and the rise of lifestyle advertising. | Dyer, Gillian; İletişim Olarak Reklamcılık, Çev: M. Nurdan Öncel Taşkıran, BETA Yayınları, 2010. |
13) | Globalization Period (1990-2000): The birth of international markets with the integration of national markets, the emergence of network agencies and integrated marketing communication understanding. | Tungate, Mark; Reklamcılığın Global Tarihi, Çev.: Levent Göktem, MediaCat Yayınları, İstanbul, 2008. |
14) | The Rise of Digital Advertising (2000 and later): The emergence of technology-centric, online, interactive advertising concept in parallel with the development of new communication technologies. | Tungate, Mark; Reklamcılığın Global Tarihi, Çev.: Levent Göktem, MediaCat Yayınları, İstanbul, 2008. |
15) | The Future of Advertising | Sezer, Kemal; Reklam Kuşakları 1940-2000 Sektörün 60 Yılı, Reklamcılık Vakfı Yayınları, İstanbul, 2014 |
16) | FİNAL EXAM | Tungate, Mark; Reklamcılığın Global Tarihi, Çev.: Levent Göktem, MediaCat Yayınları, İstanbul, 2008. - Koloğlu Orhan; Reklamcılığımızın İlkyüzyılı 1840 - 1940, Reklamcılık Vakfı Yayınları, İstanbul, 2000. - Sezer, Kemal; Reklam Kuşakları 1940-2000 Sektörün 60 Yılı, Reklamcılık Vakfı Yayınları, İstanbul, 2014 Yardımcı Kaynaklar: - Poe, Marshall T.; İletişim Tarihi, Çev: Umut Yener Kaya, Islık Yayınları, 2015. - Yüksel, Ünsal; Bilimsel Reklam ve Pazarlamadaki Yeri, 2. Baskı, Tivi Reklam, İstanbul, 1984. - Dyer, Gillian; İletişim Olarak Reklamcılık, Çev: M. Nurdan Öncel Taşkıran, BETA Yayınları, 2010. |
Course Notes / Textbooks: | Müge Elden, Reklam ve Reklamcılık |
References: | Tungate, Mark; Reklamcılığın Global Tarihi, Çev.: Levent Göktem, MediaCat Yayınları, İstanbul, 2008. - |
Learning Outcomes | 1 |
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Program Outcomes | ||||||||
1) explain the essential body of knowledge in the area of banking and insurance, including evolution of the discipline, the state-of-the-art concepts, scientific methodology, theories and models. | ||||||||
2) employ the appropriate tools and analytical techniques to collect and analyze quantitative and qualitative data in the related areas, interpret results and propose solutions. | ||||||||
3) recognize and assess legal environment in banking and insurance industries | ||||||||
4) explain ongoing operational and managerial methods in banking and insurance industries | ||||||||
5) discover and create entrepreneurial opportunities and expertise to successfully establish and develop their own ventures. | ||||||||
6) develop the capacity to assess current global economic issues. | ||||||||
7) translate and explain the content of the documents written in English related to the field | ||||||||
8) express he role of international capital markets in the global economy; accordingly define the concept of risk in terms of measurement and management | ||||||||
9) identify standards of personal, professional, social and business ethics, evaluate the ethical implications of various practices in the related areas, and be aware the importance of ethical behavior in adding value to the society. |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution | |
1) | explain the essential body of knowledge in the area of banking and insurance, including evolution of the discipline, the state-of-the-art concepts, scientific methodology, theories and models. | |
2) | employ the appropriate tools and analytical techniques to collect and analyze quantitative and qualitative data in the related areas, interpret results and propose solutions. | |
3) | recognize and assess legal environment in banking and insurance industries | |
4) | explain ongoing operational and managerial methods in banking and insurance industries | |
5) | discover and create entrepreneurial opportunities and expertise to successfully establish and develop their own ventures. | |
6) | develop the capacity to assess current global economic issues. | |
7) | translate and explain the content of the documents written in English related to the field | |
8) | express he role of international capital markets in the global economy; accordingly define the concept of risk in terms of measurement and management | |
9) | identify standards of personal, professional, social and business ethics, evaluate the ethical implications of various practices in the related areas, and be aware the importance of ethical behavior in adding value to the society. |
Expression | |
Brainstorming/ Six tihnking hats | |
Lesson |
Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing) | |
Homework |
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 |
Activities | Number of Activities | Duration (Hours) | Workload |
Course Hours | 14 | 3 | 42 |
Jury | 0 | 3 | 0 |
Total Workload | 42 |