TÜRKÇE
ENGLISH
Information
| Code | ILT214 |
| Name | Introduction to Advertising |
| Term | 2022-2023 Academic Year |
| Semester | 4. Semester |
| Duration (T+A) | 2-0 (T-A) (17 Week) |
| ECTS | 3 ECTS |
| National Credit | 2 National Credit |
| Teaching Language | Türkçe |
| Level | Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Dr. Öğr. Üyesi GÜLNUR KAPLAN ESEN |
| Course Instructor |
Emine GÜLAL ŞAHİN
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
Course that includes teaching the transfer of theoretical knowledge within the framework of current information, aims to give information to students about advertising and basic concepts of advertising, advertising media, processes, advertising campaign stages, consumer and factors affecting consumers, importance of media planning in advertising, media planning strategies, institutions, new trends and ethical models about advertsing. Students will be able to plan an advertising campaign.
Course Content
In this course, basic concepts of communication, marketing communication and advertising, historical development of advertising, its relationship with other fields, objectives of advertsing, types of advertising, advertising ecoles, advertising media, models about advertising processes, notion of advertising campaign and stages of advertising campaign, consumer and consumer behaviour in advertising, factors affecting consumer behaviour, media planning in advertising and its importance, measurement in advertising, new trends in advertising, institutions and control mechanisms about the advertising, ethic in advertising and ethic models will be transferred and scrutinesed.
Course Precondition
None
Resources
Elden, M. (2016). Reklam ve Reklamcılık. Ankara: Say. / Balta Peltekoğlu, F. (2010). Kavram ve Kuramlarıyla Reklam. İstanbul: Beta.
Notes
Related articles and electronic resources
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Know and interpret the concepts of advertising. |
| LO02 | Recognize the advertising media and direct it effectively. |
| LO03 | Comprehend the target audience and influencing factors and plan the practices in this framework. |
| LO04 | Have comprehensive knowledge of the advertising campaign processes and lead them. |
| LO05 | Know and scrutinise the new trends in advertising. |
| LO06 | Know the institutions related to advertising and comprehend their functioning. |
| LO07 | Discuss the ethic models in advertising and use them in practice. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explains the basic concepts of the field, communication patterns, communication and cultural functions within the framework of communication as the basis of Communication Studies. | 5 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Recognizes the national and global communication systems, the basic concepts, theories and principles. | 3 |
| PLO03 | Bilgi - Kuramsal, Olgusal | Holds information related to the fields as a basis; Instrumental Social Communications (Radio, TV, Film, Advertising, Public Relations, Journalism) within a terminological frame (=teleological) (Public Sphere, Public Opinion, Cultural Production Areas, Citizen Participation, Popular Culture, etc.). | 4 |
| PLO04 | Bilgi - Kuramsal, Olgusal | Has the knowledge and skills to use and/or explain how communication works in every aspect in different cultures, from individual to group, mass, institutional communication within the major tools of communication. | 5 |
| PLO05 | Bilgi - Kuramsal, Olgusal | Distinguishes non-scientific knowledge from the scientific method, and follows technological innovations in the field with the updated work. | 3 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | From an interdisciplinary perspective, acknowledged the concept of communication to synthesize information that Communication Studies has background from different areas like, Sociology, History, Psychology, Linguistics, Political Sciences, Anthropology and so on. | 3 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Produces thoughts and knowledge to understand and solve communication problems encountered in size of individual to global communications. | 2 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | As a requirement of competence to communicate effectively, has the ability to express himself/herself up, facing the people with correct understanding in environments in which he/she is capable of empathy sets. | |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Organizes and/or actively participates in the social, artistic and cultural activities, reports events. | 3 |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Follows the local, national and international events with critical comments. | |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Is able to work in the group as well as having the competence of the individual work | 3 |
| PLO12 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Develops a sense of responsibility towards the society, as individuals, develops projects for the benefit of the community, leadership and entrepreneurial skills of intellectual exhibitions. | 5 |
| PLO13 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Improves constantly himself/herself, as well as being open to professional developments in scientific, social, cultural and artistic fields according to his/her interests and abilities, identifying needs of learning | 2 |
| PLO14 | Yetkinlikler - Öğrenme Yetkinliği | Has rational thinking skills, creative thinking in written, oral, visual and so on, as well as using the methods and strategies, for the purpose of communicating thoughts. | 5 |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Has at least one foreign language in the European Language Portfolio (B) with the level of using the information in track and communicate with colleagues abroad. | |
| PLO16 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | While accessing all kinds of information, using and transmitting of all other thoughts on the process and in all other practices of the profession strives to comply with ethical requirements and endeavors. | 5 |
| PLO17 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Has basic skills and use these skills for mediating to the general population methods in the specific praxis areas, such as media literacy, | 3 |
| PLO18 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Is competent to use required level of knowledge of the area and use of computer software as well as all means of communication (body language, verbal and nonverbal communication, newspapers, magazines, radio, television, cinema, internet and other information / communication technologies, and mass media) | |
| PLO19 | Yetkinlikler - Alana Özgü Yetkinlik | Identifies learning needs and future career plan and perform accordingly. | 3 |
| PLO20 | Yetkinlikler - Alana Özgü Yetkinlik | Has the knowledge of the legal framework related to the field. | 3 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Basic Concepts of Communication, Marketing Communication and Advertising. Definition of Advertising and Historical Development of Advertising, | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 2 | The Relationship with Other Fields of Advertising (Marketing, Economy, Law, Sociology, Psychology, Social Psychology, Anthropology, Statistics, Art). Objectives of Advertising, Types of Advertising. Countries and Advertising Ecoles (The United States of America, England, France, Germany, Japan, Turkey). | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 3 | Broadcasting Advertising Media (Radio, Television), Print Advertising Media (Newspaper, Magazine, Direct Mail and Other Print Advertising Materials), Outdoor Advertising Media, Transit Advertising Media, Internet, Point-of-Purchase (POP) Advertising, Cinema. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 4 | Models of Advertising Processes (Traditional Ethic Hierarchies Models 'AIDA Model/NAIDAS Model/ Hierarchy of Effects Model/ DAGMAR Model/ Diffusion of Innovations Model/ Information Processing Model'. Involvement-Based Models 'Low Involvement Learning Model/FCB Grid Model/ Rossiter and Percy Grid Model'. Elaboration Likelihood Model). | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 5 | Notion of Advertising Campaign, Stages of Advertising Campaign (General Marketing Mix, Situtiaonal Analysis, Determining the Objectives of Advertising, Determining the Message Strategy, Determining the Media Planning Strategy, Determining the Advertising Budget, Implementation, Measurement of Advertising Effectiveness. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 6 | Targeting Audience of Advertising: Consumer and Consumer Behaviour. Demographical Factors, Psychological Factors/Learning (Behavioral Learning Theory/Cognitive Learning Theory/Learning and Memory), Motivation (Maslows Hierarchy of Needs/McCellands Motivation Theory/McGuires Psychological Motives/Environment Theory. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 7 | Psychological Factors / Perception (Perceptual Selectivity/Perceptual Organization/Perceptual Interpretation), Personality (Psychoanalytic Theory/Treyt Teory/Socio-Psychologic Theory), Attitudes and Beliefs (Cognitive Component/Emotional Component/Behavioral Component). | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 8 | Mid-Term Exam | Taught course subjects | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Socio/Cultural Factors 'Culture and Subculture, Family, Advisory Groups, Social Classes'. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 10 | Media Planning in Advertising. Media and Mass Communication, Importance of Media Planning, Concepts of Media Planning, Media Planning Process, Advertising Media. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 11 | Measurement in Advertising. Measurement the Effectiveness of Advertising, In Vitro Measurements in Advertising, Advertising Measurements in Real Life, Product-Related Measurements in Real Life. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 12 | New Trends in Advertising (International Worldwide Advertising, Corporate Social Responsibility Campaigns and Corporate Advertising, E-Marketing and Advertising - Verbal Marketing and Advertising/Permission-Based Marketing and Advertising/Mobile Marketing and Advertising/Advergaming). | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 13 | New Trends in Advertising (Relationship Marketing, Experiential Marketing, Entertainment Marketing, Green Marketing, Guerilla Marketing). | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 14 | Institutions Related to Advertising (Advertising Agencies, Media Agencies, National and International Sectoral Institutions About Advertising). | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 15 | Control Mechanisms About Advertising. Ethic and Ethic Models in Advertising. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 16 | Term Exams | Taught course subjects | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Taught course subjects | Ölçme Yöntemleri: Yazılı Sınav |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 2 | 28 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 2 | 28 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 6 | 6 |
| Final Exam | 1 | 16 | 16 |
| Total Workload (Hour) | 78 | ||
| Total Workload / 25 (h) | 3,12 | ||
| ECTS | 3 ECTS | ||